Cluely’s Roy Lee emphasized the importance of viral marketing strategies for startup founders at Disrupt 2025, urging them to prioritize distribution, especially if their ventures lie outside the deep tech sector. “If you’re not deeply technical, focusing on distribution is key,” Lee advised the audience.
Lee addressed the reality that not all startup leaders possess the skills needed to engage in viral marketing. “People who excel in engineering often lack the comedic touch necessary for content creation,” he noted, suggesting that many in this field might struggle to achieve viral status.
Cluely gained considerable traction earlier this year when its AI assistant made headlines with a controversial claim about “undetectable windows” allegedly designed for cheating—an assertion quickly debunked by proctoring services. Despite this setback, the company secured $15 million in funding from Andreessen Horowitz, establishing itself as a notable player in the competitive AI assistant market.
Reflecting on his approach, Lee acknowledged his knack for generating controversy. “My style often incites strong reactions,” he remarked, outlining his strategy of embracing differences through his unique voice. He believes that capturing attention in the social media landscape is crucial: “Attention is the new currency.”
Lee argued that traditional notions of reputation are becoming obsolete. “In today’s world, being extreme, authentic, and personal are increasingly important,” he explained. This shift in focus is exemplified by prominent figures in tech who blur the lines of appropriateness in public discourse.
However, when pressed for specific metrics about Cluely’s performance, Lee refrained from sharing revenue or user numbers. “Revealing revenue can backfire; those doing well might not receive the recognition they deserve, while poor performers face criticism,” he said. Instead, Lee claimed, “We’re performing better than expected, though we’re not the fastest-growing company ever.”
Key Takeaways:
– Focus on distribution is vital for non-deep tech startups.
– Not every founder has the skills for viral content creation.
– Controversial marketing can lead to increased visibility and funding.
– Attention on social media is a focal point in modern marketing strategies.
