Startup Marketing Reimagined: The Viral Imperative
At TechCrunch Disrupt 2025, Cluely CEO Roy Lee delivered a candid message to startup founders: if your company isn’t rooted in deep technology, you must prioritize viral distribution strategies to succeed. “Generally, if you’re not in deep tech, then you need to low-key deep focus on distribution,” Lee told attendees, underscoring the critical role of reach and shareability in startup growth.Not Everyone Is Cut Out for Viral Success
Lee acknowledged that viral marketing demands a specific skill set often absent in engineers and traditional founders. “If you’re any good at engineering, you’re probably not funny and you’re probably not going to be a content creator because you don’t have it in your blood,” he explained. He was blunt about the odds: “Realistically, most of these people have no chance of going viral.”Cluely’s Viral Rise and Controversy
Cluely’s AI assistant gained widespread attention in April 2025 after making a provocative claim that its undetectable windows could “help you cheat on anything.” This assertion was swiftly debunked by multiple proctoring services confirming they could detect the assistant’s use. Nonetheless, the controversy fueled visibility, enabling Cluely to secure $15 million in funding from Andreessen Horowitz within months, positioning it prominently in the competitive AI assistant market.The ‘Rage-Bait’ Strategy: Provocation as a Growth Engine
Lee described his marketing approach as intentionally provocative, designed to elicit strong reactions and drive engagement. “I think I’m particularly good at framing myself in a way that’s controversial,” he said.“I do a lot of things that are different. And everything I do that’s different, I frame it through the filter of my voice. And my voice is naturally just very enraging to a lot of people.”
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Adapting to a Shifting Media Landscape
Lee challenged traditional notions of reputation, suggesting they are becoming obsolete in an era dominated by unfiltered social media personalities.“Reputation is sort of a thing of the past. You can try to be the New York Times and guard your ironclad reputation, but realistically you’ve got Sam Altman on the timeline talking about hot guys and you’ve got Elon Musk going bats— crazy.”
He emphasized the necessity for startups to be “extreme, authentic, and personal” to capture attention and thrive.Performance Metrics and Transparency
Despite the marketing bravado, Lee remained cautious when questioned about Cluely’s financial or user growth metrics. “What I’ve learned is that you should never share revenue numbers because if you’re doing well, nobody will talk about how well you’re doing. And if you’re doing poorly, people will only talk about how poorly you’re doing,” he said. He added, “I’ll say we’re doing better than I expected, but it’s not the fastest growing company of all time.”FinOracleAI — Market View
Roy Lee’s candid discussion spotlights a growing trend among startups leveraging polarizing, viral marketing tactics to break through saturated markets. While this approach can rapidly boost visibility and attract funding, it carries inherent reputational risks and may not translate directly to sustainable revenue growth.- Opportunities: Accelerated brand awareness through viral content; ability to secure high-profile funding; differentiation in crowded AI assistant sector.
- Risks: Potential alienation of key audiences; reputational volatility; uncertain correlation between viral buzz and long-term financial performance.
