Most people in Startups that I know keep talking about "working hard" because they want to make it so bad. They keep quoting Steve Jobs, Richard Branson and Jeff Bezos, but their work day usually starts at 9 AM and ends at 3:00 PM. I just find that ridiculous.
Step your game up, don't just Talk about it!.
Jeff Bezos talks Amazon beginings:
Amazing Amazon Story - Jeff Bezos Full Speech