This.
Know your rifle and you loads, know the drop and drift at specific ranges and get better at range estimation or use a range finder. Practice with your hunting rifle in the positions that you will use while hunting
I have always gone for heart and lungs. You hit the heart and they wont go further than 50 yards, miss and you most likely take out the lungs and they are easily recovered as they are quickly dead. In the last 3 years of bow and rifle hunting and 8 animals I have taken in that time I have only missed the heart once as I used the wrong hash mark on my reticle and got the spine instead at 362 yards.
I have always considered the head and neck to be risky shots, easy for many shooters to miss and have a crippled deer run a long ways only to be a coyotes dinner rather than yours. To me this is highly unethical and my goal is to kill as quickly as possibly and have the animal run as little as possible. Less running, less adrenaline, less lactic acid, better meat.
My main goal is meat also so I avoid the shoulder where possible although last year a doe presented itself uphill from me at 70 yards and I damaged the rear shoulder to the point that it came off when pulling the hide off using the golf ball method. Also at closer ranges I have seen more meat damage due to some bullets fragmenting more due to higher velocity and energy.
Yes a brain shot kills instantly but they have pretty small brains, the heart is nearly as quick in most cases but there is more room for error as the other major organs are right there.
Also ask a Conservation Officer what type of wounds they see the most on recovered animals and I bet the answer will be a mix of head and neck from hunters who think they can shoot and the hind quarters from hunters who can't actually shoot.