Ragebait Marketing: Cluely’s Roy Lee on Startup Growth
▼ Summary
– Roy Lee advises startup founders to prioritize viral distribution strategies unless they are in deep tech.
– He believes most engineers lack the natural talent for viral content creation and won’t succeed at going viral.
– Cluely’s AI assistant gained visibility through a controversial viral claim about cheating, which was later disproven by proctoring services.
– Lee intentionally frames himself controversially, using his “enraging” voice to attract attention as social media’s primary currency.
– He refuses to share Cluely’s revenue or user numbers, arguing that disclosing metrics rarely benefits companies publicly.
For startup founders not operating in deep tech, distribution strategy deserves intense focus if you hope to achieve viral growth, according to Cluely’s Roy Lee. Speaking at Disrupt 2025, Lee argued that while going viral is essential for many startups, the ability to create compelling content isn’t universal. He suggested that individuals with strong engineering backgrounds often lack the natural inclination for content creation that viral marketing demands.
Lee’s own company exemplifies his approach. Cluely’s AI assistant gained widespread attention last April with a controversial claim about helping users “cheat on anything,” a statement that multiple proctoring services quickly debunked. Despite the backlash, the publicity helped Cluely secure $15 million in funding from Andressen Horowitz, establishing its position in the competitive AI assistant market.
Lee attributes this success to his talent for generating controversy. “I possess a particular skill for presenting myself in ways that spark debate,” he explained during his presentation. “My approach consistently differs from conventional methods, and I express these differences through my distinctive perspective, a perspective that many people find genuinely infuriating.”
This philosophy forms part of Lee’s broader view of social media dynamics, where he considers attention the ultimate valuable resource. He believes traditional reputation management has become less relevant in today’s digital environment. “The concept of maintaining a flawless reputation feels increasingly outdated,” Lee noted. “When you observe figures like Sam Altman discussing unrelated personal topics and Elon Musk’s unpredictable behavior, it becomes clear that the landscape has shifted.”
He continued, “The current trend demands extremity, authenticity, and personal expression. We’re moving toward an environment where these qualities determine visibility and engagement.”
When questioned about Cluely’s specific performance metrics, Lee remained deliberately vague. He explained his reluctance to share concrete numbers stems from strategic considerations. “My experience has taught me that disclosing revenue figures rarely benefits a company,” he stated. “Strong performance typically goes unremarked upon, while any weakness becomes the exclusive focus of discussion.” Lee did offer that Cluely’s performance has exceeded his expectations, though he stopped short of calling it the fastest-growing company in history.
(Source: TechCrunch)
