When I started to invest in Horizen (formerly ZenCash) It was not a "Top Ranked Coin". But I did my own due diligence to evaluate the project. I did read the white paper fully, listened to the founder on some Youtube videos, checked few other things, and only then I entered in Horizen.
1.5 year later Horizen is now on the first page on CoinMarketCap, and it has improved a lot with the time.