There's a bit of advice from the "Dungeon World" manual that I always keep with me: "play to find out what happens." That goes for the DM too!
1) Preparation is essential, but don't chain yourself to what you've prepared. Prepare some "what" but don't force the "why." Make some characters, some locations, some encounters, and dip into that stash (and change it as needed) if you find yourself in need or an opportunity presents itself. Made a volcano encounter only to find the party took a left into the swamp instead? Lava becomes swamp juice and eruptions become bubbles of noxious gas. You'll be glad you prepared, even if the stuff you end up using in game is a Frankensteined-together mishmash of your prep.
2) I second the call for some sort of session 0. The most important question that everybody at the table needs to answer is: "why are these characters working together?" They may have different motivations, but every character needs to have some reason to want to show up every time and move the big ball down the field. I've made the "here's where our story starts, show up with characters" mistake exactly once, and I don't recommend it.
3) Here's a specific thing I like to do that I think sums up my philosophy (though it might not work for all groups). I despise Insight checks. Roll to see if this person seems like they're lying. What a bummer. Instead, I rework Insight to make it a tool for collaboration. A good Insight check gives the player the right to establish some fact about the NPC's mannerisms, affiliations, or disposition -- maybe even that they are clearly lying about [X]! Within reason, of course, but if your table's into it they will usually police themselves (that's true across the board, really). Now we're really all... playing to find out what happens!
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