For too many IT users, interacting with IT is regarded with the same apprehension as going to the dentist. Users and IT departments alike experience considerable frustration and often failure in trying to request and deliver what is needed. This ENTERPRISE MANAGEMENT ASSOCIATES® (EMA™) white paper introduces the Service Catalog as a component of the Information Technology Infrastructure Library (ITIL). It also introduces the Service Catalog as a critical tool for pragmatic IT and customer support organizations to reduce costs, improve quality and better align IT activities with business needs.