It helps if you start by acknowledging that you don't know exactly what people want.
I mean sure you may know the basics, that people want to be treated with respect, that they enjoy good customer service, etc.
But when it comes down to know what they want to see, experience or purchase, it's very difficult to know in advance.
You see examples of this all the times. TV networks spend millions to create and promote the can't miss thing and it dies after a few weeks on air. Movie executives spend 100 million to market a movie that ends up losing money.
Your only hope then, is to engage only in those projects that you feel strongly about. Not because those are guaranteed to work out. They aren't. You do it because if it fails that least you enjoyed the process. And if it works, then you get the double thrill of passion and audience.