I hear your mantra Boydie and know it has great worth, especially in modern commercial writing but I think some writers instinctively nail the lyrics, harmony and melody pretty much first time round. They craft their lyrics as they go, ensuring that the lyrics skilfully embrace rhythms and chord progressions. Maybe they tweak their songs a little but I think they have written so many good songs that's their craft is exceptionally advanced and their task is not a difficult one. I'm thinking of people like Roddy Frame. He's no longer a writer who resides in the charts but he is for me one of the most advanced writers on the planet. His writing gets better and better despite a lifetime in the music industry. He doesn't appear jaded or that he's running out of ideas. His powers don't seem to fade. He simply improves and explores his craft with each new album.
Production plays such a big role in modern chart success. It is in my opinion, something quite different to writing, though many would argue that it is now an integral part of being a songwriter. I can't help differentiate the two disciplines. To me, production is like a suit of clothes that a song wears. I also think it's a skill that many writers may hand over to someone else. Their business, as I see it is writing songs: lyrics, harmony and melody, I think it's great when a seasoned songwriter can demonstrate their craft with a single instrument, to accompany their voice. Anyway, that's how I see it.
Paul