[__d]

Honestly, for almost all businesses, stick with .com -- anything else is just creating unnecessary friction for users and risk for the business.

There are some exceptions:

Most national TLDs are widely accepted (so, minimal friction) in their own country. If you've got time and money enough, buy a bunch of your likely markets, and just use them to redirect to your .com.

.io has decent traction for gaming. If you can work it into your marketing enough that ~no-one accidentally uses your-company.com instead, it can work.

Depending on the business, some other TLDs might make sense, but this is when you need to look into who is running them, how widely they're supported, and make your risk assessment.

[WheelsAtLarge]

It's always worth it, if you get an easy to remember one. Even if you have to pay a couple of grand to a domain name broker. It will pay off in a reduction of advertisement and increase in your customer's mindshare.