1) Index funds.
2) Buy/sell where you have unique expertise. If you work in the toilet hardware industry, buy/sell stocks related to that industry.
I do #1, since consulting generates higher returns than any micromanagement of my portfolio. Perhaps that will change in a few years, as I have more savings.
I'm not sure why anything public ought to generate alpha for me over people who do this full-time. The only place where I have a unique advantage are my areas of professional expertise. I can evaluate the quality and market impact of a development in my industries more accurately than people who do finance full-time, so there's some alpha there. It's not huge, since most companies do things outside of my area of expertise too. But it's better than zero.
It's worth noting that diversity is important. One can actively trade a small chunk of one's portfolio in one's own industry. I wouldn't allocate more than perhaps 25% of my holdings into areas where I am an expert.
And of course, standard disclaimers on insider trading apply. A safe approach is to trade in companies in one's own industry, but not in ones where one is employed or has any contracts / NDAs / relationships / internal information.