I suppose the sentiments of people who say "don't work hard" can vary. Many people tie working 'hard' to hours put in. I will say there are many schools of thought on this. If I am super focused and work 'hard' for 30 hours a week and enjoy my life the rest of week, how is my productivity and creativity compared to someone who puts in 70 hours? Are they really out-competing me? What does the research show on this, compared to anecdotally stating "All successful startups that I observe work hard at all hours, therefore this is THE way"? You are one of a small group of people that could make this observation. Just because that is common in successful companies, doesn't mean it is the best way.