Not sure if I fully grasp the first question — could you possibly rephrase?
As for the second, I don't believe you have to innovate at all. You can use successful models of what people are already doing.
Sure, this still takes into consideration the entrepreneurial roll of building, but it doesn't have to be an idea out of thin air.
Think of all the creative problems that need solutions that are already formed businesses (travel/lifestyle blogging, freelancing, content creation, automotive blogs, and ecommerce/drop shipping models are some examples).