The obvious place to look is the context of the quote, Seth Godin's blog. For example:

I don't believe that everyone should be an entrepreneur or a freelancer, that everyone should quit their job and go work for themselves. I do believe this:

The less a project or task or opportunity at work feels like the sort of thing you would do if this is just a job, the more you should do it.

and

Why do you need to feel like something in order to do the work? They call it work because it's difficult, not because it's something you need to feel like.

and in a video interview I saw, he distinguished "the job" from "the work". He hadn't (he said) "done his job" for at least ten years, he did "the work", which is the stuff you do because it fires you with passion, because you can't not do it.

He isn't giving detailed recipes. That's what schools and training courses do. If you need one, that just means you aren't who he's addressing.