O'Reilly is addressing the community of people who are reading his company's books and reading his blog because they intend to create something. He's suggestin

O'Reilly is addressing the community of people who are reading his company's books and reading his blog because they intend to create something. He's suggesting that they work on stuff "that matters". I can think of no reason to believe he is intending this advice to apply to every person on the planet, or you in particular.