By survival of the fittest Darwin did not mean that the toughest will survive, the swiftest will win, the smartest will succeed, or the biggest will dominate. What Darwin meant was something far different. Darwin said that the organism that best fits its environment had the best chance of survival; hence, the term survival of the fittest. The plant or animal best fitted to its natural environment, according to Darwin, would be the most likely to survive and thrive.
So what does all of this mean for the strategy of a business or a brand?