In idea #3, Jon discusses organic listings vs. paid listings. While there is much debate about paid vs. organic listings, Jon's primary point is that your goal should be to rank well organically or at least make sure your site is search engine friendly before you spend a bunch of cash on paid listings. (I agree with this and use this strategy for my personal projects as well as my clients)
If you do a great job with organic listings and paid, you'll have two ads displaying your product or service. To read the rest of Jon's ideas for being #1 on Google grab a copy of his book from Amazon.
Previous Ideas for ranking #1 on Google: