I run Warhammer 2ed games. In them, everyone starts out as a randomly generated schmuck - the random chargen process is fun and everyone should try it some time.

However, I recognize that everyone wants to make their PC, not a PC. So what about encouraging long-term goals, instead. Flesh them out, interview the player about how they are going to go about it, track their progress with them, and force them to keep at least one of their sub-goals public?

For example:

"Hi, I'm Bert Schlachter, and I've sworn to slay the wyvern that took my brother", or

"I'm Maria Ristretti, and I want to uncover the lost history of the elves that used to live here".

In truth, it may be that Bert is lying about the brother and only after the fame of a slayer of beasts, and that Maria is searching for an ancient artifact that will earn her recognition at home, a home from which she was cast out.