Actually not sure where it all falls, but...
When I first started playing I was more into working up career levels, and fulfilling aspiration goals. Now I couldn't care less if a sim is stuck to the first level of their career and usually will just cheat into the aspiration for the perk. Also I find it far more interesting playing in a fully furnished house while having sims at the start of their career, it can pose quite a bit of a challenge depending on situation, but making my sims rich has stopped being end goal for a very long time now.
Currently I like building up my world. Not building houses, although it involves that too, but...for example there aren't many paintings that I like in the game, so I have my photographer running around all my created households and taking photos, then he is going to sell them, it won't be huge profit but it adds quite a bit to gameplay, same goes for my painter and same goes for various locked items, instead of cheating to get them, I'm creating small businesses, which also allow me to spend some of the money since many of my sims are pretty rich with nothing to do with the cash at this point.
I also like when the game throws me some unexpected curve ball, be it a curse or a fire, or death, or unexpected friend, then I try to include it into gameplay. And although I have the outlines of what each sim is in my game, with time I've become less controlling of it, I don't create huge storytelling plots in my head and am more into where the game itself will take me. There has been times when my own sims surprised me. (for a game that attracts many people who self-define as control freaks, it taught me a lot about "going with the flow")
Sometimes I create households to exploit specific game mechanics in a way that was not originally intended I guess? For example I have a household that consists of two mages, both died of fire, both occasionally start fires, since both are mages every time some furniture get burned, instead of replacing it they repair it via magic, hence get free money. I call it insurance fraud. I used to love playing in an abandoned houses (basically not paying for the utility bills), but EL and repoman put an end to that, although EL spiced up off the grid living on the other hand. I only make new sim if there is new career or I think of a gameplay that doesn't fit the current ones.