I've always craved fantastic writing that doesn't fall neatly into a genre. Zelazny had that knack, along with Lovecraft, Jack Chalker and a few others. It doesn't mean I dismiss more 'conventional' fantasy or science fiction, but settings must have something different--even if it's bizarre or nonsensical--to stand out.
I hope I have achieved this goal with at least some of my prose. But I also desire to create characters with fascinating flaws. Strengths drive characters--but flaws define them.
And I always strive to write books that I would want to read. Arguments have started from such statements. I must write for a demographic. Unfortunately, the only demographic I know how to write for is me. I like to think I'm a discerning lover of fantastic fiction. Let's hope I'm right.