If it's non ICO coins you're talking about, I personally go for product and services and it has worked for me very effectively
I really don’t get the first part of what you mean by Non ICO coin, is there any project that really didn’t go through ICO? Even the popular Bitcoin went through ICO, Binance the greatest exchange went through ICO but I can’t seems to picture any project that didn’t go through ICO and if there are any, then it must be few.
But that is not what is important, the most important thing to any project whether an ICO project or a Non ICO project is really the product and services they render, each developers has to make sure that whatever project it is they are building on, the product should be able to attract users and not just investors. If project attracts users, they have the tendency of staying with the project more than investors that are just there for the profit purpose.