@Mark116 @John5097
The beauty of chalk paint is that you do not need to strip, sand and prime. In most cases (except for woods where there is a dark stain, e.g. mahogany, where you might need a stain block primer to prevent bleeding) you can slap the paint straight on.
The elbow grease comes when you have to cure it, as @Laura2592 mentioned. This is most commonly done with finishing wax. You can either just use clear wax or a combination of clear and dark or other tinted waxes to get the finish you want. You have to rub it in all over the surface, then leave for 24 hours ideally, and then you buff it. So, that does take a bit of work, but it's much less effort that stripping and sanding and priming.
You can also buy matt varnishes to use instead of the wax, if you want a more durable finish. The important thing is that you do use a finishing product because otherwise the paint isn't durable and is easily stained or can just start to rub off, especially in high traffic surfaces such as kitchen cabinets or kitchen tables etc.