Over on Julian’s blog, J posted a pearler (that’s antipodean talk for a great post)
Worlds shortest blog post – "How do you build a world class software product, compete with large players and grow an excellent, loyal user base on a near $0 advertising budget?"
It’s fairly easy. Talk, Blog, Syndicate, SEO, Tweet, and build a Solid Product. Then look after users and they’ll become evangelists. Rinse and repeat!
Now I’ve seen the rings under Julian’s eyes and have received emails, tweet and Skype IMs from his at all hours of the day and night so his comments need to be seen in that light. When he says "it’s fairly easy", he means it’s fairly easy if you’ve got razor focus, mucho ambition and the commitment to do the hard years – all of which I personally know that Julian has.
So yeah – it’s easy, but it’s also really hard!
Ben Kepes is an analyst, an entrepreneur, a commentator and a business adviser. His business interests include many industries from manufacturing and property to technology. 
Krishnan Subramanian is an entrepreneur, cloud computing analyst and consultant, open source researcher and evangelist, one of the industry’s most prolific bloggers. 
I don’t thing long hours = hard. Rather that’s just a stamina issue and I have heaps.
It actually is easy, but you won’t be working an 8hr day for some time…
It came about from a tweet on twitter, i think swap easy for simple, it is hard hard work.