I build the departments we don’t have, make the prototypes the developers says are impossible (or unattractive technically), prove the business models that yikes the existing sales organizations as they are misaligned with common practice and so on.
That said, you must be sellable as a Generalist/Consultant/Fixer. Most people who try to go the Generalist route fails as well. And what the article fails to mention, is the hidden set of skills you need in addition to be valued in this odd position.