Build more than one option
A balanced rack makes it easier to respond when the board changes. Keep enough vowels to connect your consonants and avoid carrying too many duplicates unless they form a useful stem.
Move awkward power tiles
A valuable tile is not valuable while it blocks the rest of your rack. Use a clean scoring chance when it appears instead of waiting indefinitely for a perfect premium-square setup.
Include defense in the calculation
Evaluate the score, your remaining letters, and the lane an opponent receives. A slightly smaller play can be stronger when it closes a premium route and improves the next rack.