It's the uniqueness of the idea first. Then the team and the team again. There are many scammers these days. To trust an ICO, i have to trust the team. I should see their technical and marketing team with linkedin profiles.
if we participate in any first project, we should look at the team because of a team presence or we can see if the project works. and also see how they promote it as well. so we will believe in this project. if you want to join the project you are taking, take your time to check it because lately there are too many ICOs, this is a fraud.