When I was a kid I started several novels. I managed to finish only one of them, and that by gluing together several different pieces of writing I had done separately. I didn't fail because I couldn't handle the level of writing or storytelling required, and I didn't fail for lack of creativity. I failed because I would start and write half of a novel without knowing
why. Once I was halfway through and directionless, the realization would hit me that everything up to that point had been nothing more than a bunch of disconnected ideas that I thought would be cool.
At this point, traditional wisdom dictates that I draw a connection with the reader by asking the question, "What does this have to do with game design?"