Example. Shop A and Shop B are both working on software type X. But Shop A is stuck in the stone age of VB 6 while Shop B is moving everything to C# and starting up a mobile group. Even if Shop A offers you more Vacation Time/Perks/$$ I'd go with Shop B.
Reason: You need to think about what skills your next employer will be looking for and how this new job will look on your resume once you want to move on.
You want to be at a place where you get along with the people, learn from them, can be productive as a team.
When the organization has good people, everything else should and most likely will fall into place: learning opportunities, career advancement, good projects, good technology, salary and benefits, fun place to work.
2) do you see the people you'll work with help with your future, and will you become a better person by spending time with them?