The reality of business is you don't have to be innovative. A lot of successful businesses are not even new ideas. Of course there is the whole concept of the first-mover advantage but in the world of SaaS there is plenty place for competition. Making a 30% improvement on one specific feature of a popular product or service can very well be a business on its own. I think a lot of people get held up on the idea that it's unethical to just steal an idea so they try and start something brand new. Innovative businesses are the riskiest.