I am convinced that the deepest desire within each of us is to be liberated from the controlling influences of our own psychic madness or patterns of fear. All other things--the disdain of ordinary life, the need to control others rather than be controlled, the craving for material goods as a means of security and protection against the winds of chaos--are external props that serve as substitutes for the real battle, which is the one waged within the individual soul.
Source: Defy Gravity: Healing Beyond the Bounds of Reason, Pages: 72
So don't ask yourself what people want. Ask instead, What is true? What really inspires me, excites me? What will really help people and take away their confusion and suffering? It's sort of a funny, crazy way to go, but I think it's the only way to bring water to the wasteland Joseph Campbell described. When I read something truthful, something real, I breathe a deep sigh and say, "Fantastic - I wasn't mad or alone in thinking that, after all!" So often we are left to our own devices, struggling in the dark with this external and internal propaganda system. At that point, for someone to tell us the truth is a gift. In a world where people all around us are lying and confusing us, to be honest is a great kindness.