People don't love to work hard per se. Sisyphus works hard. A prisoner in a labor camp works hard. They don't love it. What people love is purpose and agency.

People don't love to work hard per se. Sisyphus works hard. A prisoner in a labor camp works hard. They don't love it. What people love is purpose and agency. They love to do what they feel is right, and / or what they enjoy doing. They love to feel that they make a difference. This is why volunteers work hard. This is why the gamedev industry, known for low pay and long hours, never experiences a lack of applicants. This is why I prefer to work for startups. It looks easy: just give your employees a purpose, and let them go on! But if your purpose, as a founder, or as a CxO, is to make the most money until it becomes clear that what you're doing is humbug, the people you will attract will likely be inspired by a similar purpose.