Some years ago, I had read Seth Godin’s book, Linchpin, which detailed the importance of becoming a critical component of the workplace environment. I’ll spare you the details, but the idea was to learn and apply as much as you could so the business was reliant on your efforts.
Does your company currently consider alternative future states which anticipate your competitors' likely new product introductions? Or, new competitors, not yet known in the market? If not, it should.