dybbuk67:
Build your villain before prepping the adventures. What tasks does the villain need to complete their master plan?
Now write your stories/prep your adventures around the villain's goals and needs.
This is one of my personal-favorite ways to write adventures and campaigns.
I'm currently running a campaign, wherein the entire jumping off point was a random, one-off character from a book series so old most people wouldn't know the name: "Thieves' World", the character: Lalo the Limner. His entire shtick? He painted people's "souls".
From there, the jumping-off point turned into: "what if an entire organization sprung up around a few people discovering that they could literally turn artwork into real life
things?"
From there, I asked: "well who could be a painter in a feudal, medieval world?" Either children of successful merchants, or disenfranchised nobles.
From there, I asked well, "what they do with this power? How would that skill and power progress?"
Answer: small summonings (like binding familiars), to small diseases (literally poisoning a water-well out of sheer recklessness), to rapidly crafting items that would have required a forge or other specialized equipment.
How did this matter? Very disruptive group, but their methods aren't obvious. So far, everytime the adventurers encounter these people, mostly: they encounter the effects of this group. Like trying to purify the waters of a village, or stomping a rampaging sabretooth, or stopping a tiny (but tough) imp from stealing everyone's food.
Most of the results have been NON-combative, as a consequence. The players have been able to employ nearly every skill that they have, and only resort to combat when absolutely necessary.