I, and many others, would argue that historical significance and "heritage" is what holds the sport back from growing. People who care about those things are the track purists (us), which will always be a niche group of people. We want to appeal to people outside of the sport who don't know or care about history or heritage.
Get rid of the track 10k except for at the Olympics, because it's the only time that it's exciting. The people on here who want to keep it have even admitted this: all their examples of memorable 10k races are from the Olympics only. Make all the qualifying for the Olympic 10k through head to head competition in scenic road 10ks around the world. That will draw a lot more spontaneous in-person fans than a track 10k late at night at a high school in the suburbs.
For the athletes, this will remove the stress of having to hit a really hard standard and blocking a huge chunk of their calendar out for the buildup and recovery from the race. Road 10ks are way easier on the body, so this will allow them to race more and have more schedule flexibility (think Grant Fisher going to world indoors). Having a circuit of road 10k races also would give 10k specialists the same financial racing opportunity as having their event in the diamond league, minus the boredom and frustration of putting a 30 minute race into a track TV window.
Road races have more tactics and strategy, especially with well-designed urban courses. I would argue that you can have just as much data behind splits and course tracking as on the track, so that you can, as some have said, build the story of the race and give info to viewers. Another idea I would throw out there is to give point bonuses for certain marks on the course. In mass start 10k races for world cup skiing, they do this every few km in the race, where whoever gets to a spot first gets bonus points to their rankings on the circuit. It makes tactics really interesting, and people already like when they do a version of this in the 5th Ave Mile.
In world championship years, the 10k can be added to the program for world road running champs. If some athletes still want to chase world or area records (the boring races that lack any drama) in order to get a bonus from their shoe sponsor, etc. then Sound Running can put on their little race and recruit everyone who wants to do that. But don't make the standard a part of it at all. Get rid of the 10k standard for Olympic qualifying and make it just based on road competition. The best road 10k racers are gonna be the most deserving of an Olympic 10k on the track. I really don't think they are different skill sets.