I never see people talk about this angle enough, but villain ambition is basically the whole engine for a thriller's gears. It's not just about some bad guy wanting money or power in a generic way. The specific flavor of their desired life dictates every trap, every red herring, the pacing of the reveals. Take a villain who craves notoriety—they'll orchestrate things to be seen, to leave a calling card, which naturally creates a cat-and-mouse game where the detective is being shown off to. Someone who wants a quiet, anonymous life after a crime, though, they’ll plot to erase all traces, making the twist about a cover-up so perfect it almost worked.
Contrast that with a villain whose goal is a specific, twisted version of domestic bliss, like in 'Gone Girl'. That desire shapes a plot built on long-term manipulation and personal betrayal rather than a grand heist. The twist feels intimate and psychologically devastating because it's rooted in that warped domestic fantasy. Their endgame isn't a throne; it's a perfectly staged living room. That ambition dictates a slower, more insidious plot structure where the threat is hidden in plain sight.
The type of life they envision directly determines what they'll sacrifice and who they'll frame. A villain aiming for a life of luxury through embezzlement crafts a complex financial maze. One seeking a life of revenge crafts a personal, torturous path for their target. The plot twists are the points where the protagonist finally glimpses that blueprint for the villain's ideal future, and realizes how much of the story has been construction towards that sick utopia.