While you might be a pioneer in your field, chances are you're not the first to market, and you might have prominent competitors. It's likely that when you entered the market, there were already innumerable firms engaging in the same kind of exchange. This is important because, while you might not be a leader in your field, there will always be prominent voices advocating for practices that are new, innovative, or completely industry-disrupting.
Not dissimilar to the rise of the subscription model for video and audio streaming services, it's important that your business adapts to the dynamic climate of your industry, which is often best achieved by — if not innovating yourself — following the thought leaders in your field. That way, the value you provide to your customers is always on par, if not superior, to static competitors. By following these thought leaders, you can gain a greater understanding of who your prospective customers are, how you can better meet their needs, and what you need in order to do so.