Abstract
Digital transformation causes users and companies to connect and interact with each other.
With this change, companies are required to provide value directly to users. Then, companies need
to explore issues with users and co-create value. This would led the well-informed users to self-serve
their own demands. I call this phenomenon “collapse of the guild.” In other words, it will collapse
existing industries that used to make the information gap a competitive advantage. All companies
should be addressing the “collapse of the guild.”
