Leave your opinion, how to form a successful token

Good morning friends from the bitcointalk community.
First of all I apologize for the lousy English, written with google help.

I would like to understand the diversity of opinions, to create a successful token, for a friend's company.

My doubt is.
What would be most advantageous for an exchange?
Give tokens for free in return for the amount of profit received by the customer.
How OTN
Or sell the tokens to raise funds for ICO, expressing all the motives and proofs of return of the project.

There are several ways to honestly raise funds for a business and provide something real.

The reality is that the world does not live on good intentions, and it is not enough to have an idea if it is not supported by other people.

Your opinion is of utmost importance to us.
Thank you.