Where do I start-amp or speakers ?

Objectively and (I'd gamble the consensus would agree) subjectively speakers, vary in more ways and by greater degrees than any other component. Perhaps more so than all other components combined.  Speakers vary more with different listening positions than any other component, Perhaps more so than all other components combined. Speakers vary with rooms more so than any other component. Perhaps more so than all other than all other components combined, save perhaps for vinyl rigs. Speakers are more colored than any other component, one best make sure that those colorizations line up in such a manner that precludes highlighting specific listeners particular irritants, coincides within the specific listener's room, at the  specific listener's listening positions.

 In order: budget, room, listening positions, speakers, amps, etc..

"...don't sweat the tech details..."

I disagree. Without being cognizant of the tech details, one might end up chasing their own tail. With the vast numbers of possible system combinations available, sweating the tech details can streamline the options to a manageable number. Choice: nearly endless cycle of hit or miss combinations or getting it done with least amount of time, money and effort and spending more time listening to music. I'll choose the later.