the big one: how do you choose speakers? By what features, data?

I am curious how the experts choose speakers when upgrading? What are the priorities, what would make you stretch your budget?

Based on e.g....

• brand/company’s reputation
• price
• sensitivity
• crossover frequency
• compatibility with existing amp, etc.?

I don’t have buyer’s remorse for my last pair but I sure made some stupid choices until I got there, that I could have avoided if I had known about this forum sooner.