Yep, that is the key problem.

"Hire good people..." is good advice. If it is failing for so many startups, then the quote above is what is really going on -- startups are failing to hire good people. If they had been succeeding, the advice would have worked. What should be getting asked is how to identify what "good" is for a specific founder's vision. It won't be the same "good" as the next person, and definitely not the same "good" as larger corporations with different histories.