Often in the definition of what a startup is, I hear words that it should be something technological, maybe even containing innovations. But here's how, for example, Eric Ries (author of the Lean Startup book) defines innovation in a startup: "We often forget that a startup is not just a product, a technological breakthrough, or a brilliant idea. Startups use many different types of innovation: scientific discoveries, new versions of existing technologies, new business models that unlock value that was previously hidden, or simply offering goods or services in new markets or presenting them to new customers."

Therefore, a startup is not about innovativeness, but about something in the value itself for the customer or even in the way it is delivered.