Chapter 10. The Journey Begins

Breakthrough products. New revenue streams. Higher performing teams.

You’ve read how applying the concept of “doing both” helped Cisco produce these gains and more. But what about your organization: Can doing both propel it, too?

I believe it can—and in virtually every aspect of your business. That includes product development, partner relations, market expansion, executive leadership, and more. Among other benefits, doing both can help an organization speed its decision-making, scale its expertise, replicate its successes, and operate more flexibly.

But where to begin, you may wonder?

One intuitive place to start is with a current challenge or opportunity. Perhaps you want to enter an adjacent market that offers ...

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