It's a common misconception that startups are primarily about innovating something new out of whole cloth. Once you gain a bit of experience, you realize there are only M business models, N channels, O verticals, P org structures etc. and most of those have existed for hundreds of years.

Most successful startups are about artfully cobbling together the right combination of those factors into something that can be a viable business.

Genuine, real innovation tends to come from either large corporations or governments, not startups because the risk is too large for a startup to bear.