But no matter what, he who speaks first will not get what they want at that time. I'm no sailor, but I do know that by turning your sails at a certain angle, combined with the angle of your hull and rudder, you can make good progress even with the wind in your face. Your villain can do this too in order to further his own ends. Even when the PCs are trying to fight evil. Just have the villain employ the PCs in ways that further the characters' goals but also end up helping the villain.
Villains can always use more money.
Helping the PCs fight other evil bad guys who also happen to be enemies of our villain. Hitting a bee's nest with a stick. The villain hires the PCs to attack a group of creatures, pirates or bad guys who will then retaliate against the nearest settlement, city or group of peaceful people. That's not good. The villain should present choices where any choice the PCs make somehow helps the villain's cause.