Initiating a new program or service, undertaking a new project, or introducing a new product is harder than it looks.
Look to the news today for a great example - the new Boeing 787 is being severely questioned and scrutinized as the result of several minor mishaps for which the causes are still under investigation. Just a few short months ago the Dreamliner maiden commercial flight was widely heralded for its innovation and technology.
And a few months back Apple iOS6 maps were roundly criticized for their failure to live up to Apple standards of quality - resulting in a public apology from CEO Tim Cook and the return of Google maps as an option.
Yes - it's harder than it looks. You just have to put your nose to the grindstone and persevere. And persevere you will if you just try.