Cluely’s Roy Lee Reveals the Ragebait Strategy Behind Startup Virality

In the fast-changing world of startup marketing, Cluely’s co-founder Roy Lee is redefining what it means to “go viral.” Speaking at Disrupt 2025, Lee didn’t sugarcoat his message to founders — if you’re not building deep tech, your survival depends on distribution and attention.

“Generally, if you’re not in deep tech, then you need to low-key deep focus on distribution,” Lee told the crowd. But he quickly added a reality check — not everyone is built for viral fame. “If you’re any good at engineering, you’re probably not funny and you’re probably not going to be a content creator. Realistically, most of these people have no chance of going viral.”

Cluely’s own success story is a case study in ragebait marketing a strategy that uses controversy to capture massive attention. The company’s AI assistant made headlines this April with a bold (and false) claim that it could “help you cheat on anything.” When testing proved otherwise, the backlash didn’t hurt — it amplified Cluely’s visibility. Within months, the company raised $15 million from Andreessen Horowitz, emerging as one of the most talked-about AI assistants in the industry.

Lee calls this his superpower: creating emotional reactions that drive engagement. “I’m particularly good at framing myself in a way that’s controversial,” he said. “Everything I do that’s different, I frame through the filter of my voice — and my voice is naturally enraging to a lot of people.”

According to Lee, the secret to modern marketing lies in embracing the chaos of social media. “Reputation is sort of a thing of the past,” he said. “You can try to guard your image like The New York Times, but realistically, you’ve got Sam Altman joking online and Elon Musk going crazy. The world is trending to a different place — where you have to be extreme, authentic, and personal.”

Still, not everything is out in the open. When asked about revenue or user growth, Lee declined to share numbers. “If you’re doing well, nobody talks about it. If you’re doing poorly, everyone does. I’ll say we’re doing better than I expected, but it’s not the fastest-growing company of all time.”

For founders chasing visibility, Lee’s message is clear: attention is the new currency. In a world where authenticity and outrage often travel hand in hand, Cluely’s rise proves that sometimes, a little controversy can go a long way.