I read this as... players should be accountable for their play on the field no matter their 'talent' level is deemed.
So in 2018 if its 3rd and 1yard on a meaningful play. Linemen suit up, no excuses, do not care that the run game has been struggling... Go block and do your job to get the yard!
...even if this has a high likelyhood of failure, I feel like doing this in 2018 is what will build a winning culture.