When I begin a project for myself, before there’s a contract, a market or an audience, no one else but me knows about it. No one else but me is responsible for the time it takes and the quality of the result. Because of this, I have no choice but to care deeply about it and produce the work to a level I consider “good enough” or satisfactory to whatever bar I set for myself.
It’s difficult to care for something when no one else does, but it’s also the point.