&gt; Very few of us actually give a shit about doing something novel.<p>Most novelty presents outside of business in general, including startups. Startups generally are applying the novelty (that is no longer novel) that is perceived as potentially valuable to see if it actually is.<p>Ideally, startups should be focused on doing something _well_, rather than doing something _novel_. To the extent that novelty occurs, it should be a side effect of that objective.