ITIL Service Strategy demystified. There has been feedback from itSMF members that the Service Strategy book is somewhat more theoretical or abstract than the “meat and potatoes” of Service Transition and Service Operation. However the basic concepts of Service Strategy have existed in service organisations throughout time. This presentation aims to demystify the concepts of ITIL Service Strategy by looking at the topic through the eyes of the fish and chip shop owner – here is Service Strategy as part of Service Management 101 – with the key concepts of Service Strategy explained using a familiar and non threatening metaphor. This presentation was first delivered at itSMFA 2011 annual conference in Perth, WA.