You're making a mistake if you're thinking of Bezos as an example in the context of small business owners. Actually, you can probably just rule out Bezos and any of the other FAANG companies as crazy exceptions.

Outside of tech, the standard entrepreneurship story is "I want to be my own boss; hmm, maybe I'll franchise a McDonald's".

It's only in tech that we end up equating entrepreneurship with things like innovation, solving brand new problems, etc. That's because the most successful tech entrepreneurs are the ones that did innovation (for the most part).

But that's not at all required - even in tech.