Listed on Binance is the easiest way of getting awareness and hype, but it doesn't mean the project must be listed there to be successful. There are many ways of getting good PR, such as listed on other big exchanges (e.g. Huobi, Coinbase, Robinhood), get influencers to talk about the project via various channels (e.g. website, youtube, twitter), and other campaigns (e.g. ads, paid article, bounty).