Why You Care
Ever wonder if making people angry online is a viable business strategy? Roy Lee, founder of the AI assistant company Cluely, certainly thinks so. He’s openly advocating for what some might call ‘ragebait’ as a key to startup marketing success. This isn’t just about getting clicks; it’s about securing funding and visibility in a crowded market. Could your online presence benefit from a little strategic controversy?
What Actually Happened
Cluely’s Roy Lee recently shared his unconventional marketing philosophy at change 2025, according to the announcement. He told attendees that startups, particularly those outside of deep tech, must deeply focus on distribution. Lee’s company, Cluely, gained significant attention this April. Its AI assistant became famous for a viral claim that its ‘undetectable windows’ could ‘help you cheat on anything,’ as mentioned in the release. This claim was quickly disproven by proctoring services, the company reports. However, the controversy did not hinder Cluely’s growth. In a matter of months, the company raised $15 million from Andreessen Horowitz, as detailed in the blog post.
Why This Matters to You
Lee’s approach highlights a shift in how attention is valued in the digital age. He believes that controversy can be a tool for visibility. “I think I’m particularly good at framing myself in a way that’s controversial,” Lee said onstage. He explained that his ‘voice is naturally just very enraging to a lot of people.’ This strategy, while risky, aims to cut through the noise. Imagine you’re launching a new podcast or an online course. Would you consider a provocative title or a controversial stance to gain initial traction? It forces a re-evaluation of traditional marketing ethics.
Here’s a breakdown of Lee’s suggested approach:
| Strategy Component | Description |
| Viral Focus | Prioritize distribution and virality, especially for non-deep tech startups. |
| Controversy | Intentionally create content or claims that spark debate or anger. |
| Authenticity | Present a personal, extreme, and authentic voice, even if it’s polarizing. |
| Attention as Currency | View online attention as the primary metric, superseding traditional reputation concerns. |
How much are you willing to push boundaries to get your message heard? Your willingness to be ‘extreme’ could define your reach, according to the announcement.
The Surprising Finding
The most surprising aspect of Lee’s strategy is his dismissal of traditional reputation. “Reputation is sort of a thing of the past,” Lee said. This challenges the long-held belief that a pristine public image is crucial for business success. He points to figures like Sam Altman and Elon Musk, noting that “you’ve got Sam Altman on the timeline talking about hot guys and you’ve got Elon Musk going batshit crazy.” Lee argues that in today’s digital landscape, being extreme, authentic, and personal is more effective than guarding an ‘ironclad reputation,’ as the paper states. This suggests that for some startups, controversy might be more valuable than universal approval. It’s a counterintuitive take on brand building.
What Happens Next
This ‘ragebait’ marketing strategy could become more prevalent in the coming quarters. We might see more startups, especially in competitive sectors, adopting similar tactics to gain quick visibility. For example, a new social media system might launch with a highly polarizing feature to attract early users. If you’re a content creator, consider experimenting with a slightly more provocative tone in your next series. However, be mindful of the potential backlash. The industry implications are significant, potentially leading to a more sensationalized online environment. Lee emphasized, “You just have to realize that the world is trending to a different place.” This trend suggests a future where bold, personal narratives could dominate marketing efforts.