My advice?
Design some cool locations, and seed them with people who have secrets or rivalries. How do they go about protecting their secrets? How do thier rivalries show?
Design some cool villians, and decide what they most want in the world. Where is it, and how can they get it?
Add PCs, and stir.
Don't worry so much about plot. If you have setting and character, plot evolves naturally. You've got a highwayman upon the King's Road, forced to live that life because he was unjustly accused of treason? That could be a Robin Hood-type or someone much worse. If the PCs go down the King's Road, they might meet him. If the PCs do not, they might hear of him. If the PCs help the local lord, they might be asked to collar him.
Once these things are in motion, you can easily offer PCs hooks to take or not, as they choose. Then apply consequences for taking/not taking them.
RC