Which the author is doing and helping others do through his blog. I think it's definitely a doing.
I tend to agree with you, though.
I don't know J.D and I don't know the blog. If he makes money off of talking about doing, good for him.
This may be true for programmers (whose most productive work is generally unrelated to writing), but is untrue for writers.
You could phrase it as "productive talkers", whose talking is important, versus "unproductive talkers", whose talking is just hot air, but that starts to get close to being a tautology: the bad kind of talking is bad.
But this kind of moots the original point. Human beings are social animal who communicate with language. By that token, the leaders and creators in human society use language to accomplish things, to "do". So most doers and the most effective doers are talkers along with those who are less effective - "just talking".
Mentioning "doing instead of talking" can sound good though - it be can effective talking in some circumstances.