Sometimes a new thing is in the adjacent possible but no one else realizes it yet.

Imagine, in that case, a swarm of founders, who have no idea what they're doing, swarm through the adjacent possible.

One of them will just so happen to find the new thing in the adjacent possible.

It just so happens to be the single lottery winner that looks like they found it, but really they got lucky.

The startup didn't find it, the evolutionary process of the swarm did.