The **Ideation & Strategy domain** is one of seven domains in the [[Common Service Data Model|Common Service Data Model]] (CSDM), introduced as a new domain in CSDM 5. It represents the initial stage of the [[CSDM Service Life Cycle|CSDM Service Life Cycle]], capturing ideas, concepts, and considerations for creating new services as well as improvements and enhancements to existing services. This domain also represents the strategic efforts of an organization to provide value to its customers, with capabilities provided through [[Strategic Portfolio Management (ServiceNow)|Strategic Portfolio Management]] (SPM). The domain contains several key entities: [[Product Idea (CSDM)|Product Idea]] for capturing product concepts, features, or enhancement proposals that can be promoted into demand, projects, epics, or stories; [[Planning Item (CSDM)|Planning Item]] for work that can be aligned to goals and executed; [[Strategic Plan (CSDM)|Strategic Plan]] for defining an organization's mission, vision, and values; [[Strategic Priority (CSDM)|Strategic Priority]] for key focus areas driving long-term success; [[Goal (CSDM)|Goal]] for qualitative business outcomes; and [[Target (CSDM)|Target]] for quantifiable measures toward goals. These entities are supported by foundational elements including [[Product Model (CSDM)|Product Model]], [[Value Stream (CSDM)|Value Stream]], [[Value Stream Stage (CSDM)|Value Stream Stage]], and [[Business Process (CSDM)|Business Process]]. Planning Items may be organized into portfolio structures to support investment decisions on new and in-flight work aligned to strategic plans. The common persona operating within this domain is the Product Owner.