Ask yourself questions like "do we really need a coin for this? What use does the coin serve?"
I've seen so many "ICOs" that don't have reasons. There's just hundreds upon hundreds of people trying to make money that make a coin from a cookie cutter script and then try to start some sort of kickstarter for their yacht. Please don't release another useless coin into the environment.
You are absolutely right. First of all, they need to analyze the market situation. But there are a lot of projects now, and it is really difficult to assess the uniqueness of their solution. This is the problem. Maybe regulation will help to change it.
Anyway, of course, you need to understand who needs your decision and what problem it solves.