I'm sure you are supposed to assume he follows his own rules and that examples are in his portfolio. That being said, after looking at his portfolio, I was not impressed. Some of the logos he created did not seem memorable at all, had unnecessary detail, etc.
You can't just follow a set of rules to come up with a nice logo. You kind of need to have talent and an eye for colors, typography, etc.
Nevertheless, give him credit for listing out some helpful things to keep in mind for designing things.
The one thing I would say differently is that if you really like a certain logo's style, it isn't a crime to adopt similar styles for your own. All art is influenced by others in some way, and don't stick with something that sucks merely because it's 'original'.
