At TechCrunch Disrupt 2025, Roy Lee, the founder and CEO of Cluely, had an unfiltered message for startup founders: going viral isn’t a matter of luck, it’s a calculated tactic.
“Unless you’re building deep tech, you need to deep focus on distribution,” Lee told the audience. In today’s hypercompetitive startup environment, he argued, having a great product is no longer enough, founders must master the art of commanding attention.
The Art (and Risk) of Going Viral
Lee has become known for his bold, and often polarizing, marketing approach, one he proudly refers to as the “ragebait strategy.” It’s risky, unapologetic, and built on the idea that strong emotional reactions, even outrage, can be a powerful growth tool.
“If you’re good at engineering, you’re probably not funny, and you’re probably not going to be a content creator,” he said candidly. “Most people have no chance of going viral because they just don’t have it in their blood.”
His blunt humor drew laughter — and a few raised eyebrows — from the crowd. But Lee’s track record of turning controversy into traction is undeniable.
From Viral Outrage to Venture Success
Cluely’s rise began earlier this year when its AI assistant became the center of a viral storm. The company boldly claimed its tool featured “undetectable windows” that could “help you cheat on anything.”
The statement sparked immediate backlash and was soon debunked when several online proctoring services proved they could detect the tool. Still, the controversy achieved exactly what Lee intended — global visibility.
In a matter of months, the buzz helped Cluely secure $15 million in funding from Andreessen Horowitz (a16z), propelling it into the spotlight as one of the most talked-about startups in the crowded AI assistant market.
According to Lee, none of it was accidental. “I think I’m particularly good at framing myself in a way that’s controversial,” he said. “Everything I do that’s different, I filter through my own voice. And my voice just happens to be very enraging to a lot of people.”
Attention as the New Reputation
At the core of Lee’s marketing philosophy is a bold assertion: in today’s digital age, attention has replaced reputation as the true currency of success.
“Reputation is kind of a thing of the past,” he said. “You can try to be The New York Times and guard your ironclad reputation, but look around — Sam Altman’s tweeting about hot guys, and Elon Musk is going crazy on the timeline.”
His takeaway? “The world has shifted. To stand out, you have to be extreme, authentic, and personal.”
Lee’s unapologetic approach captures a new digital reality, one where visibility often outweighs refinement, and where being bold can sometimes yield better results than being careful. In an endless scroll of online content, the loudest voices tend to win the clicks.
Does Ragebait Really Work?
Despite the attention, Cluely’s financial performance remains largely undisclosed. When asked about revenue and user numbers, Lee chose not to provide details.
“What I’ve learned is that you should never share revenue numbers,” he said. “If you’re doing well, nobody talks about it. If you’re doing poorly, everyone talks about it.”
He offered only a cryptic assurance: “We’re doing better than I expected, but it’s not the fastest-growing company of all time.”
Still, Lee’s blend of marketing experimentation and social commentary has made him a divisive figure, both criticized and admired across the startup ecosystem.
The Takeaway: Real Chaos Drives Real Attention
Roy Lee’s philosophy represents a larger shift in how startups think about marketing and communication. In an age defined by algorithms, memes, and split-second attention spans, virality is no longer a side effect — it’s a strategy.
The sustainability of “ragebait” marketing remains uncertain, but Cluely’s experience underscores one truth: in the modern digital economy, authentic chaos may be the ultimate growth advantage.
