Ripping up the rules of management

Meet Business 2.0 Magazine's contrarians, 11 business leaders who achieved success by zigging while the rest of the world zagged.

"It's OK not to be No. 1" -- Jim Lanzone, CEO, Ask.com
At General Electric (GE), Jack Welch was famous for insisting that the company compete only in businesses where it could be one of the top two players. Ask.com CEO Jim Lanzone doesn't buy the Welch rule -- even though Welch serves on his board. "You can be the fourth-ranked search engine, like we are, and still be doing very, very well," says Lanzone, whose company trails Google (GOOG), Yahoo (YHOO), and MSN (MSFT).

Founded in 1996 as Ask Jeeves, Lanzone's site struggled to find a following in a crowded field of look-alike search engines. Then in 2005 the company was bought by Barry Diller's IAC/ InterActiveCorp (IACI), which began investing heavily in the site. Lanzone's guiding principle: Stay focused on improving search results, rather than on distractions like e-mail or blog services.

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Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.