Big 12 has literally one and only one way to stay even slightly relevan, even at a miniscule level - and it's winning, and keep winning. The fact that we still have fans that think it matters - at all - in any way - that we used to suck in football in the 80's and 90's - is truly bizarre.
Big 12 winning games is critically important for the future of Iowa State athletics. It is the only weapon in the arsenal, and even then it's like bringing a sword to a gun fight.
No, it isn't. The only thing important to ISU is ISU - the conference is meaningless, dead weight even.
******** aside, the most simplistic way for ISU to rise above its current peers and hopefully move on from them is to stand out. The fanbase is there, coaches, talent, financial backing, winning, etc. - ISU is doing its part and doing it well, having the schools around it fail to come even close (Cincy selling a home game and then losing last night as an example) only magnifies that.
I personally enjoy the current iteration of the B12, it's essentially the island of misfit toys and sets up a competent program like ISU to stack up a lot of wins. At the same time, it's a bit of a trap, ISU has to view this opportunity as nothing more than a stepping stone to eventually get away from it.