But if you have no technical innovation or your innovation is trivial to clone, then you don't have a startup.

Many startups fail because they're actually not innovative. Nobody needs another database from a tiny company that is just tiny bit better. No matter how good rest of your offering is, bigger does often mean better.

Other fail due to entanglements, especially hardware ones. Their supply chain fails and that's that. No amount of media will help and you cannot afford to hedge this kind of risk.