Which company share is best to buy today?

I'm curious, when it comes to selecting a company share to invest in today, what criteria should one consider? Is it solely based on the company's current financial performance or should we also take into account their future potential? Are there any specific industries that are currently thriving and might offer more promising returns? Additionally, how do we factor in market trends and external factors that could impact the share price? Ultimately, what is the best approach to identifying the optimal company share to purchase today?