The Essential Hook

In song writing, I am finding there must be a hook. Obvious as it may be, you have got to provide the listener with something to hang their hat on. I realize some will argue against this claiming repetition to be the cheap wine for the immature palate and that truly great music never repeats itself. Fair enough, but for the vast majority of people in this world, they're looking, listening for the recurring, dominant theme, something to anticipate and reference for their entire song. Though often found in the chorus, it can come in the verses. Regardless, it's my obligation to deliver something memorable.