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.
Agree with this, with some caveats. I think ICOs oversell themselves, claiming to be this solution to that problem (usually created by themselves) or claiming to be the blockchain disruptor of massive proportions. There are hardly any realists it seems, behind these new ICOS. That aside, I do see a good reason in a simple tokenised model of fundraising. Some businesses have a lot of problems raising capital needed for expansion, or for growth. Business loans require collateral. P2P lending itself is an industry crippled with a reputation that would take years to shrug off.
So I don't necessarily see a company that launches an ICO (or ITO?) for the simple sake of raising funds as a bad thing. Especially when those tokens are almost purely for dividend-sharing and exist outside exchanges, then they're not inflating the market and using it purely as a funding tool.