He talks about having had a sign in his school which said "Work Smart, Not Hard," and how destructive he believes that attitude is. He suggests we have created a culture which does not value working hard and/or doing hard work, and that if we are to restore our economy we must reverse that trend and restore the value of being willing to do jubs that dirty our hands and tire our mucscles. He mentiones Walmats's promise to manufacture a percnetage of its products in America and said they will not be able to do it because they will not find enough people willing to work in the factories.
I think he has a valid point. When I was a kid people wanted to be electricians, or pipefitters, or to build cars at Ford or GM. Those were the good jobs that we were proud to do, and that paid well enough that we could raise families by doing them. Today everyone wants to go to college and become doctors, lawyers and financial advisors because that's where the big money is.
I was an electrician in the Navy and for many years after, and I loved it. It wasn't about the money, it was about doing the work. There was, for me, immense satisfaction in wiring something up and seeing it work. Coming home dirty and tired was pleasant. It meant I had done a good day's work. That is the culture I grew up in and if we are to become the nation we once were we need to return to it.