It is important to have original ideas, but it is equally important to know how to craft and present those ideas. That’s the only sustainable way for you to create something new. Originality is more likely to be found in how you present your ideas than in what ideas you present. You shouldn’t be tortured by the notion of creating radically different content for your business and forced into something that does not come naturally to you.
But yes, every business has an interesting story that is waiting to be discovered and shared.