There is no such thing as a one-size-fits-all lure.
I guess the standard starting point would be a shiny metal lure. Long cast and fast retrieve.
It really depends on where and what kind of location it is....Beach, rocks, river etc. Then you have to look at the fish you are after. You are not going to catch a tuna if you are bottom fishing for grouper for example.
As Mark says, soft plastics like Gulp make a large range of different sizes, styles and colours to cover just about any situation. Worth a look.
itsaboat mate...Life is just a boat and then ya marry one !