His assignment was to go to a bar (or any sort of similar place) and get rejected by ten women. That is, between that session and his next (the span of a week I believe), his goal was to get shot down by ten women in a social situation. Not necessarily crash and burn, but some kind of rejection.
After a while, you realize rejection isn't really that bad - it's the fear of rejection that's the big problem. Once you can get over that, you're going to be doing a lot better.