ITIL advocates that IT services are aligned to the needs of the business and support its core processes. It provides guidance to organizations and individuals on how to use IT Service Management (ITSM) as a tool to facilitate business change, transformation and growth. Some are believing that ITIL has run its course. In truth I believe the opposite is true. In the past, and still today, many organizations believe that Best Practice and ITSM processes are focused on the Service Operation Lifecycle. Implementation, process design, and ITSM tools have had a very heavy focus on processes like Incident, Problem, Change and Configuration Management. Few have yet to recognize or have not seen the value in the guidance for Service Strategy and Service Design processes and roles. How did these get overlooked? In the last three or so years I have seen a bit more buzz about “Business Relationship Management”. Less so for “Demand” and “Strategy Management” for IT Services. Few are