A a shark continues moving or dies. The marketplace is moving and you can either participate in guiding the movement or it's likely you'll sink.
If you stay stuck in the selling patterns of your market segment, you stand the risk of being left behind when someone else does thought leadership. Or you and your organization can take that role and take an audience somewhere new where you stand alone with no competition.
Doesn't it show more leadership to help customers reach new clarity about what they can have? It's not about selling the same thing better, it's about realizing how much more is possible for customers - that they would love - and guiding them to a unique space where that happens and only your company is there.