Since it's adoption, there has been a slow, but steady growth in the number of organizations that are seeking, or have achieved, ISO/IEC 20000 (ISO 20K) certification. For the most part, interest in the standard is being driven by RFP requirements or perceived competitive advantage. The certificate is seen as an "award" that an organization receives for achieving best practice ITSM. While ITIL is being actively adopted, many organizations are overlooking ISO 20K because they do not perceive any value in the certification. I recently realized that we are looking at ISO/IEC 20000 in the wrong way. The standard has so much more to offer than just a certificate. It actually provides a starting place for an ITSM journey, not only the destination. ISO/IEC 20000 defines the "minimum critical activities" required to deliver high quality, aligned services. Once these activities are understood, an organization can assess which activities they already execute well and w