What would it take for you to invest in an ICO?

Assuming in theory the idea behind an ICO is an excellent, but there is no actually product or service. What if someone like Tim Draper endorsed it, not just a random celebrity? What would you want to see on the white paper? What would it take for you to feel comfortable that the ICO you are investing in is not a scam? I am collecting data currently and would greatly appreciate all your help.

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