Can someone explain in what context he's stating this? Is it "if you're running a startup, anything you do in relation to your product that doesn't include building or selling it is procrastinating"? Because just from reading it, it felt way to broad, and makes me think that he's saying that anything I do ever that's not building or selling something is a waste of time, and procrastination.

I really don't think that's what he's saying, but it kind of comes across that way.