Cluely’s Roy Lee on the ragebait strategy for startup marketing

Roy Lee, co-founder of Cluely, delivered a thought-provoking message to startup entrepreneurs at Disrupt 2025: the importance of crafting a viral marketing strategy. He emphasized that for most startups, especially those outside the deep tech sector, a keen focus on distribution is crucial. However, Lee acknowledged that not every founder possesses the knack for going viral. He candidly remarked, "If you’re skilled in engineering, chances are you may not have the comedic flair needed for content creation. Realistically, many engineers may struggle to achieve viral status." Cluely’s AI assistant first gained widespread attention earlier this year when it made a bold and misleading claim about providing undetectable assistance for cheating—an assertion quickly debunked by various proctoring services. Despite this setback, Cluely successfully raised $15 million from Andreessen Horowitz, marking its strong presence in the competitive AI assistant market. Lee elaborated on his unique approach to marketing, which often incites controversy. "I believe in presenting myself in a way that sparks debate," he stated during his presentation. "Everything I do is framed through my perspective, which tends to provoke strong reactions from audiences." He further explained his philosophy of social media, where attention has become the ultimate currency. "The concept of reputation is becoming obsolete," Lee noted. "While some aspire to uphold a pristine image, the reality is that figures like Sam Altman and Elon Musk dominate conversations with their unfiltered antics." Lee concluded by highlighting the necessity for authenticity and personal engagement in today’s digital landscape. When pressed about Cluely's financial performance and user metrics, he remained vague, commenting, "I've learned that sharing revenue figures can be counterproductive. If you're thriving, few will acknowledge it; if you're struggling, that becomes the focal point. I will say we’re performing better than I anticipated, but we’re not the fastest-growing company out there."