The majority of fledgling businesses fly straight into the unforgiving rule of natural selection – only the fittest and strongest survive. In terms of start-ups, the rule is even more merciless. What can start-ups do to succeed in this brutal environment? Professor David Tse, Stelux Professor of Marketing and Director of the Contemporary Marketing Centre at the HKU Business School, believes Breakthrough Innovation (BI) is an effective strategy for success. Simply put, BI fosters strategies that help service new and under-served markets.