There is no prize for second place in sales. Having new ideas and learning new answers means exposing yourself to information that you don't have now but need to be the best. It means going to seminars, reading books and listening to tapes. It means a plan of lifelong learning. It seems simple, but it is just not easy.
Some people have to go through failure first.
Some people have a steady diet of exposing themselves to new information. The key is reading something new every day. In my experience, the two biggest reasons people don't succeed is that they don't expose themselves to existing information, and they don't believe in themselves enough to succeed. It's not so important that you want to succeed, but it is critical to know why and what has prevented you from achieving your success. Then you can determine what belief system and game plan you need to put in place to gain that success.