How to run a business and do most things, is known. All you have to do is find out how (most of it is written out for you or on an audio or video somewhere) and execute.
But when you are really innovating, there are no instructions. It’s new territory.
Sometimes it’s a path with a dead-end, sometimes there are dead bodies that way from others who have tried, and sometimes it leads to paradise.
True entrepreneurs take the risk, and find out.