But functional product differentiation is exactly what the rivalry between the Airbus A380 and the Boeing 787 Dreamliner is all about: Two companies with fundamentally different products, based on diametrically opposite visions of the future, engaged in a Hatfields versus McCoys battle with billions of dollars at stake.

FORBES: Magazine Article

In the choices made by consumers, the emotional value of the brand takes precedence over the functional value of the product.

FORBES: CMO Is New King of Audience Ratings

Clorox deploys cross-functional teams to continually prune its product portfolio, insuring that remaining products meet their volume targets.

FORBES: Why Less Is More for Holiday Shopping

For companies new to innovation, I recommend cross-functional training that runs in tandem with new product innovation projects.

FORBES: How To Know Your Company Is (NOT) Ready To Innovate And What To Do About It

But, unlike Mountain View's product, Mozilla has focused exclusively on mobile sites that are rarely as fast, stable or functional as their desktop counterparts.

ENGADGET: Firefox OS is repeating the mistakes of others and hoping for a different outcome