Here is the text of the video, so that you can read the last few paragraphs: http://www.wcvarones.com/2011/02/full-text-and-graphs-of-porter.html
So, he never identifies what the investment is......it is just one long boring sales pitch. Can I have those 15 minutes back?
I never made it that far. About four minutes for me. If he has something important to say..... he'll be the only one that knows about it.