In my experience one of the most important steps to taking control of your own mmo gaming is to make an informed decision about your approach to end game content. During the leveling game you can log on and do whatever takes your fancy, comfortable in the knowledge that everything you do helps you level up a little bit. Once you reach end game the paths to progressing your character are likely to require much more focused playing, are likely to involve long repetition and may even depend heavily on luck. I think that in this environment it is vital to know what you are getting in to. Decide what you want to achieve and most importantly decide what you are prepared to do to get it.
I helped out in a radiance dungeon run last night (running one of the starter dungeons which helps people gear up for raiding). It was an enjoyable encounter that was quite tricky in parts although the old timers had ran it so many times they knew all the tricks. When we killed the final boss and it came to rolling for the single radiance reward it was great to be able to say: "Pass, I don't raid so it would be a waste". When pressed further as to why I don't raid I could truthfully admit that while I enjoyed the few raids I have gone on I amn't prepared to do all the things that raiding requires.