Actual working product.

Ignore all the "advisors" that's just PR fluff - unless the advisors are really poor then be worried they couldn't find half decent shills.

The "team" is also suspect in many cases. There may be only one main person running the ICO and everyone else is just paid in tokens or a consulting fee to be listed. Unless the team members are working full time on the project, they aren't a team member but just there to (trick) win your confidence.