In this instance, ET is addressing those with a consumer's mindset. These are people who consume so much information that they wait around for a "right" time or for someone to put them on. A consumer's mindset means you're asking for permission instead of giving yourself the green light.
His words hit me like a ton of bricks because I've been the phenomenal consumer. Always waiting around for the perfect time, asking people to grant me entry into their space, undervaluing my resources.
But, companies looking for real solutions, change, and next level content are looking for producers, people actually in the business of creating and not in this endless cycle of wishing something were to happen if only someone would acknowledge them and put them on.
Put yourself on.
Whatever project you have, idea floating in your mind, or strong desire you are seeking to fulfill, stop waiting around for someone to give you your big break. Break out of that consumer's mentality, get to work, and put yourself out there.