Train to or close to failure.
Intensity is where most people go wrong. Workouts need to be genuinely challenging.
Most people underestimate their capacity (e.g. stopping at 10 reps when they could actually do 15). Because of this, once technique is solid, occasionally take a safe set to true failure so you understand your limits.
From there, most working sets should be within ~3 reps of failure.
Building muscle is a costly process for the body, it doesn't want to do it. By training close to failure (and showing our bodies that we are currently incapable of completing the given task), you give it an undeniable reason to adapt.
Muscular failure is the point where you physically cannot complete another rep with good form. It is not the "burn" from lighter endurance work (such as Pilates), and it is not simply choosing to stop early. It is the actual inability to continue even if you want to.