Ligands in coordination chemistry and homogeneous catalysis are traditionally "static" spectators that do not actively participate in the catalytic cycle. However, such classic systems do not provide additional "handles" that could facilitate or trigger alternative productive reaction pathways. Recent advances in the use of novel nitrogen-centered pincer systems have unveiled interesting opportunities for cooperative catalysis. The chemistry of pyridine-derived, neutral ligands is discussed, with a specific focus on their non-innocent behavior and potential as facilitators for metal-mediated organic transformations. This overview should provide inspiration and an incentive to incorporate non-innocent ligands and their metal complexes within old and new homogeneously catalyzed reactions.