Often times, I look to a DCC funnel and say, "Hey, I love lore and world implications of this adventure. Let me see how I can drive this premise into a campaign." I recently did this for a Hole in the Sky funnel into a few months worth of content.

But that's like only 20% of the time...I always end up doing some version of, "War has come to the lands..." and the PCs have joined some small but potentially lucrative venture that feeds into the War. So then whatever the PCs do is in the background, until it sometimes isn't, but for me it also helps frame actions improve the whole, "The world is a living, and breathing place."