You're correct, but the wording is the kind of cheap, buzzwordy advice that we regularly see online. The post literally opens up with "I want to cross-pollinate a tweetstorm on lessons I’ve learned..." Instead of spending so much time on the headline, he could have spent some more spellchecking.

Don't get me wrong, a good title will draw me in, but the content better match my expectation if I am to come back for another post.