Refuse to be a fool
Science has been held on high moral ground, and precisely because of that, researchers have to try to satisfy everyone. They are universities, funders, industries, journals, publishers, editors, reviewers, and even the public. Universities and funders often demand prestigious studies in prestigious journals. Meanwhile, journals want submitted manuscripts to be novel and original, despite the fact that it could be the 54,560th papers to write about a topic, and the journal is one in a few hundred journals in the same discipline. Editors and reviewers can be more personal with their intentions, but the infamous Reviewer 2 will always be around the corner. The industries will probably pay you handsomely, but there is a grey zone that can be quite nerving to think about. Oh, and the public. The public. It is hard to know their needs. The scientific contribution needs to be understandable, but cheap. It must be practical, but it should work on the first try.