I'd tell him to put a focus on cooperative story-driven activities, not filler. Every game has grind in it, but the best games will leave you feeling like they had no grind at all. How do they do it?
They make their grind fun, with 'fun' being a notion strongly tailored to the milieu or genre of the game at hand.
Gear treadmills put the emphasis on ever-better gear. The whole point of the game funnels into the gear treadmills. The story; the only thing that could possibly set ARR apart from every other gear treadmill game out there; is presently a disjointed, ricepaper-thin thing that YoshiP should be tailoring his game to richly and warmly invite everyone into, and never stop.
Right now, it stops at level 15, 16 and 17. Three back to back dungeons you are forced into if you want to not only continue on the main storyline, but even be able to do regional quests. You are grounded until you do those chores...er, I mean...stuck until you do those dungeons. Yeah, I was just as apt the first time.
Anyway, that's the first, but not the last, example of what needs to go. The main story should be pure Final Fantasy; a gripping tale in which you're the big gorram hero, and you sally forth and do stuff. The main story should walk you by your pretty little nose from questing zone to questing zone, and each questing zone should have numerous local quests in it for you to do. Why should it do that? Because nobody has fun not having a clue what they're 'supposed to be doing now'. While 'supposed to be doing' is a very flexible notion in the context, it should not be in the core leveling game. You're supposed to be where the main story has taken you, and you're supposed to be doing this cunningly crafted, unraveling skein of regional storylines while you're there.
Fates don't suck; they just need more context and relevance. They frequently just...happen on random timers, most of them. Some of them have to be touched off by specific activities, even if that's no more than clicking on a person.
That should be the other way around, and the idea should be expanded upon immensely. A fate should not be a boring-arse not-actually-random event that happens in the same place every 10 minutes in exactly the same way no matter what. A fate should be a reactive event.
Reactive to what? Some player somewhere doing something, even if its no more than clicking on an NPC. Or it could be a lot more. Certain fates could go off all around the entrance of a cave dungeon every 5th time the final boss in it croaks, and a nearby town might pop up with a fate in which they need fishermen to help thin the local waterways of HORRIBLE STILL-LIVING PIECES OF <boss that died> that, incidentally, the dodos seem to love eating.
More thought needs to be put into these things, in short. They need to be crafted into something that flows with a coherence that supports the main story. It is all about that story.
The whole game is about that story. Final Fantasy's keystone is its story. Without that, you have nothing worth writing home about. Look at every Final Fantasy ever. Subtract the story and just look at the games themselves. Some were pretty awful, ya? Clunky, unnecessarily complicated sometimes; changing things just so it'd be different from the last game sometimes; great sometimes?
For most Final Fantasy fans, and RPG fans on the whole, those elements are secondary to the story. Its all a vehicle for the story.
So, how do you make story something viable to the needs of an MMO? MMO's need their hamsterwheels between content releases, right? Yes! Yes they do!
STORY THOSE EFFING THINGS. Don't just put a thin, sad scent of story excuse on a dungeon we'll be herded into and forced to run hundreds of times just so we can run the next dungeon hundreds of times.
You want to make us run a single dungeon a whole lot? Put some effing effort into it. Make that dungeon FUN, first off. Don't make it tedious. Throw some wildcard elements into that sucker; throw some fate-like events into that dang thing. Come up with 15 different bosses, only 3 of which will ever appear on a given run, each with their own mechanics and storied reasons for being there.
Random Dungeon Generators. Look into this technology for content you want to make hamsterwheels out of. How much more fun would people be having with these placeholder group-focused affairs if they truly didn't know quite what to expect every time they set foot into Magical Dungeon'o'Doom?
This last run, it looked like a sewer and was poorly lit and was full of undead. Now its purple-illuminated, slightly foggy castle halls and we've got weird mutant beasties all over.
Splatter random events throughout. A random event could be a door that makes the party answer a riddle before letting them pass (and spawning monsters each time they get it wrong), spontaneous quests (One of the hostages you just rescued is a fellow adventurer that wants to tag along and help you defeat the boss that imprisoned her! Bonus rewards at the end if he survives to the end!) to do with the thing and general encouragement to do more exploring and less racing to nowhere.
You set up gear treadmills and all you encourage people to do is get on them as fast as they can reach them, then race on them until they're exhausted. Why not? The only thing that matters in a gear treadmill game, according to the game itself, is its conclusion; the gear treadmill. Its a very poetic nicety to observe that 'the journey is the point', but lets face it; that's not true in a gear treadmill MMO.
It might be sage advice to preserve one's own sanity with despite the point gear-treadmill games establish, but its always despite them, in defiance of their inexorable downward spiral into treadmill hell.
Don't go there. There's no need. Not when nobody in the entire industry is even trying to engage its playerbase at 'endgame' intervals with anything exploration-oriented. Gear can be part of it. Vanity can be a huge chunk of it.
YoshiP, take a note from one of the smartest things Guild Wars 2 did; don't make top-stat gear all that hard to get. Make awesome appearances and customization options the chief carrot on most of your sticks.
Then, take a note from one of the best things WoW's ever done; make the crafting of a relic akin to the crafting of a legendary in WoW - practically a community ordeal requiring the concerted efforts of many. Don't make legendaries do obscenely greater damage per hit than anything else; make them bloody AWESOME to behold, and give them a gimmicky special power that's either flashy or, indeed, just plain useful. Most importantly, Final Fantasy the hell out of this process. Make the quests for it appropriately epic for all involved, give crafters their own contributory quests (Let several player crafters of different sorts have their Cid-crafting-Excalibur style moments).
Then, take a note from FINAL FANTASY and don't make it a giant PITA to level; make leveling combat classes a Final-Fantasy-Fun experience.
It'll be more work, avoiding the treadmills. Treadmills are so easy every idiot game out there's been doing them forever.
It'll be work that's worth it when you craft a method of 'endgame' that keeps people busy without putting the entire emphasis of your game on gear when it should be on the story.
And that's the summary of what I'd tell Yoshi; he has to make the 'endgame' of his game support the game itself. Nobody looks forward to being max level so they won't have anything to do anymore, after all. They often want to be max level 'because that's when the real game starts'.
The real game should start at level 1. 'Endgame' should not be a gear treadmill, but an activity and community-building endeavor.
Here's an idea: lead up to major content releases with community activities. Don't just drop a new expansion; have our gatherers and crafters do grand company quests making things and contributing materials to build ...lets say airships...so we can oh...fly the army to <place> and kick the next expansion off.
Mundane stuff? Sure. But its the sort of concept a server's entire community can rally behind. Incentive to do it? Make it a bit of a competition between servers, with the top 3 getting a month-long <Yay BuffNameGoesHere> buff of some sort for the whole server to enjoy while bamfing around the new content.
And then have some epic bossfights or invasion events or whatever-might-contextually-fit-a-theoretical-expansion's-theme so people can go charging around blowing crap up in the days leading up to said expansion.
See, while I'm sure none of these ideas are perfect, and all of them would take more work than the same tired old crap, can anyone here see how the work might damn well be worth it?
Who here would like their 'endgame dungeons' to be well-crafted randomly generated affairs with spontaneous events that'd sometimes go off inside, different bosses you might never see twice and fun/weird things with nothing to do with combat sometimes spontaneously being generated therein (like a door asking riddles, or an optional, randomly-generated puzzle; solve it for a treasure box and tokens or something!)
Wouldn't it be a lot more interesting if, via intelligent preparation, 'endgame' never really happened? What if incremental content releases built the story up between major releases, and each major release was presaged by in-game events that gradually scaled up to release day, wherewith...BAM! THE EPIC CONCLUSION of <Stuff that was built up over the last 4 months> and...a new season begins!
YoshiP, look at it more like producing an ongoing television series and less like an MMO, in that respect. Tell an amazing story. Let us feel like we're part of it while you hide the grind in Final Fantasy story up to our ears.
Give that a whack. Nobody's doing THAT these days, much as they probably should.