I "think" what he is saying is that DJ needs to do things that build his brand better/bigger, not just what UFC ask.
People mistake what a fight promoter does ... they promote fights.
UFC cannot promote 550 fighters individually & cater to each needs.
Fighters like Tate, Cowboy, Faber & many others break their ass building their brand & it helped their career.
If you ran a business, the people that did more than asked seem like the better employees than the people that just do what is asked.
DJ has a business & it is in his best interest to build his brand to be as valuable as possible.
There are a lot of things DJ could have done to build his brand more - make efforts to get on podcast, do interviews, etc. Go after a manager/PR person to help (like Tate & Cowboy did).
it isn't just "be like Conor".
I like DJ, but while he did what was asked, he certainly could have done more (like most of the roster)