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This Element is an excerpt from Doing Both: How Cisco Captures Today's Profit and Drives Tomorrow's Growth (9780137083640) by Inder Sidhu. Available in print and digital formats. How to focus your innovation where it offers the greatest promise for sustainable competitive advantage. When people think of innovation, they tend to envision life-saving medical devices or advanced solar-powered energy panels. Laundry detergent doesn't typically leap to mind. But it does to the men and women of Procter & Gamble (P&G). Their new liquid laundry detergents may never win FDA approval or push the envelope of photovoltaic materials, but they are transforming the way Americans wash their clothes. The secret is….