The gist of this particular Extra Credits presentation is that developers should focus on the gameplay first and then wrap their story around that. It sounds like a no-brainer until you realize that a practice of de-emphasizing story at the onset is standard operating procedure in the video game development community. The result have been unoriginal and unsophisticated stories. Maybe we need more developers taking a stand and pushing through those barriers to focusing on story and come up with something that can really move the medium forward.
Source: Extra Credits on Blip