WRITING ABOUT SOMETHING - WHAT IS IT?

" Absolutely. If you’re not writing about something that makes you uncomfortable to talk out with other people, if you’re not writing about something that is so much of your soul that you don’t want to share it with people because you’re afraid they’re going to judge you, then you’re not writing about shit.

It’s completely worthless if you don’t feel some sort of hesitation that you’re, like, naked in front of other people with what you’re doing it, then it’s not going to matter. I think you have to attack every story. Again, whether it’s We’re the Millers or whatever. That idea that it’s got to have at least some part of the struggles we all understand and are afraid of." - Jason Mark Hellerman

WRITING ABOUT SOMETHING - WHAT IS IT?

This quote speaks directly to your character's motivation.  How the inciting incident reflects on their character.

Note for light-hearted comedies and dramas and all genres such as those:
Being uncomfortable, being naked, expressing something from your soil[sic] ehem...soul... doesn't have to be melodramatic, painful, you know what I'm talking about.

It just means having your main character express an inner feeling that explains why they are trying to reach their goal.  An inner feeling like "not wanting to be shit on"  "Wanting to be a good person."  "wanting to prove they're smart" etc.
an inner feeling brought about by an inciting incident...An act that puts a dark light on their character that they must prove to themselves or others is false...even though it may be true!

These are all motivations that fall under: "writing about something"