In my opinion, there are three things that a new coin/company needs to be successful and all three need to work in combination. First, you need a solid product and technology. If you don’t and its all fluff, your coin may well end up being a pump and dump coin. Second you need a good marketing team and some guys who know how to get on many exchanges. If you have the product and technology but don’t have this, your coin may never appreciate to the price it should and could be forgotten because the volume will be very small. Third, you need a good PR and business relations team to secure future partnerships and generate revenue and also talk to your community of investors. In crypto you need your community to generate you hype and increase volume for further growth.
Many coins have 1 or 2 of these things but very few have all 3.