The history of organizations and digital transformation shows the importance of tying together information and experiences. In the early days of the web, organizations adopted content management systems for dynamic content. Then, they invested in complex systems like CRM, DAM, and PIM. However, the rise of smartphones and social media changed the game, making information-rich experiences the focus. Now, organizations are realizing the need to unify these diverse systems and create coherent and seamless experiences. The information layer should be seen as an independent asset that requires careful management across the organization.