Ask HN: Startups that took the boring route and won

My startup is at a crossroads. It could double down on deep learning, waste a lot of money, and fizzle out. Or, it could dive into a semi-existing space, invest in UX, and at the very least deliver a decent return. At best, it takes over the market. Unicornism follows.

(When I say “my startup” I mean the place where I work. I only sort of have say on what it does.)

Are there good examples of startups that have foregone the trendy stuff and come out “on top”?