FifthView
Vala
It's a slippery topic and not one on which I'm certain nor particularly clear. It's been my own experience that I'm not aware of my own voice--perhaps somewhat like we never sound to ourselves like we sound in a recording. Voice has been what others claim to hear.
I think this may be a sort of funny paradox, or the banana peel on the road to understanding...
Meh, purple, ain't it?
Anyway, we do make choices—but I'm not sure we're clear on the metric we are using.
Here is another gulf, then: weighing the desire to reach and positively entice/entertain other readers vs the desire to please oneself or one's own tastes. (Continuing the subject of the writing itself, the prose, more than the story elements per se...)
A lucky author will find that these are the same, at least her tastes will be alluring for readers as well. The voice she is most comfortable writing sells books, heh.
The unluckiest author will be conscious of the fact that she doesn't know, with certainty, whether the competing desires can be reconciled. I mean, she will be in that limbo in the gulf, and this will impede the writing, perhaps halting it altogether.
Then there are those who simply don't worry about this. They either don't write, or they do, come what may.