most people will stray away from, or complain about, things that are hard
it’s better to recognize that the problem you’re trying to solve is inherently hard, and others who have tried to solve the same problem have probably quit or made compromises as a result. which means, if you keep going, you’ll likely be one of the first to do so, creating immense value for others in the process
just be mindful of “artificial” hardness, such as internal politics, redoing the work or research of others, or executing on a poor design decision or strategy
this will suck the lifeblood out of you and not generate enough value to make it worth it
in startups, when faced with the choice between an easy and a hard path, the hard one tends to be where the value gets created