This depends on each particular project, and the team behind the project. Choosing a good ICO is absolutely necessary because it will determine whether you are profitable or losing money. First read about the white paper of the ICO project, see the value of altcoin on the site, learn about the project development team, if they are famous and well known, it will be very good and special it needs a clear blockchain. If there are separate cold storage, the better. You need to find out before you decide to invest, otherwise the risk of loss will be high 
Yeah, I agree, also that team is very important. If you see that some or even all of the members of the team behind the project you are investigating have already made a lot of successful businesses, that can be a very good sign meaning that they would hardly create or in any other way get involved into a project just for nothing. However, it's still blockchain, so a strong blockchain expertise is definitely a must-have and must be well represented within a successful ICO team of leaders and (or at least) advisors.