What is wrong is his diagnosis of the 2010 problem. The sales pitch wasn't the problem, the problem was the product Democrats were pitching. It is much harder to sell folks something they don't want, even if you believe they should want it. "Eat your spinach" has always been a hard sell.
It will always be easier to get reelected if a party can show that it has been working hard on exactly what the voters want, rather than on what the party believes the voters should want. Democrats did the latter.
Democrats are the mommy party, Republicans are the daddy party. The problem with being the "mommy party" is that your mother will always treat you like a child, however old you are. In 2010 the voters told the Democrats, in effect: "Mom, give it a rest!"
BTW, I like spinach. On the other hand, an admonition to "eat your Brussels sprouts" I would reject.