When I hear that quote what goes though my mind is a good joke. you get your audience hooked, set up an expectation, and then do something with it. subvert it, parody it, lampshade it, draw it out to a extreme conclusion, whatever.
So thinking about Hayao Miyazaki's work. think about how they could have been a cliche how certain tropes could have defined them completely rendering them just another _____'s show. And like any good comedian or entertainer he created an emotional connection a story with his labors.
To him, that's what it takes to be a good, maybe even a great, writer.