I come from a video editing background. So I am always trying to service the story. When I make a track I need to feel something from it, otherwise it is a waste of time. I feel the best instrumental pieces take you on an emotional story and are able to conjure up images in your head without even trying.
I try not to think of electronic music as anything different than a classical piece. There are no vocals in a classical piano composition for example. Yet they are still able to portray a whole range of emotions and feelings.
So when I am starting out I usually have no goal in mind. This is the experimental phase, finding a particular melody or bass or chord progression or even just a sound I really like. Gradually as I add different instruments the work can begin to evoke emotions. If it doesn't then I scrap whatever I was doing and try a different approach. Instrumental music is more boundless than music that has singing in my opinion.
Technically what I am looking for is a cohesive sonic space of all the instruments and how they all work together but more importantly do they serve the story? In the end, you need to cut out everything that doesn't help move the story forward.
The best thing about working around a story in your head is that when other people listen they will experience their own story. All stories have a beginning, middle and end. If you have that structure down you let people fill in the small details themselves and I believe that is what makes it enjoyable to the listener.