I read the Pitchfork review of this album a few months back, it's quite an annoying read.
1. Write and record stuff you would want to listen to yourself, as soon as you start writing stuff for some other purpose you've lost your way.
2. Believe fully in what you want to convey, ponder what you want to do and why.
3. If you feel you've nothing new or original to say then stop and go back to being a struggling writer / poet / director *
* Delete as applicable.