Chuck Wedig has something to say about writing: And that life is too short not to take risks and long to live with an output of weak-kneed, limp-noodled, utterly derivative, safe-as-houses storytelling. Amen to that, amen.
Only thing I disagree with is his nod to it being a big secret. It's not a secret. Writers should always write the story they want to tell, not the one they think will sell. With digital publishing being easy for independent writers to sell their work, it's even less important to think about "market".
Obviously have an audience in mind--you have to think about who will be reading this book because a story aimed at an 8-10 year-old-boy is not going to be the same as the one aimed at adult women. That's just common sense (and you should already know this).
Publishers have other concerns you, as an indie writer, may not have to worry about. You just write. You can even write lots of different kinds of things, if you want. I'd advise slapping on a pen name for something totally different, though, just to keep your brands tidy (and for organizational purposes). Readers who love your cozy mysteries might not be the same ones who like your urban techno fantasies, so make it easy for your audience to find the books they like.
In the end, just do it. Just write what you like.
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