What's Happening?
Chungin 'Roy' Lee, the cofounder and CEO of the AI 'cheating' app Cluely, has expressed concerns about the ability of engineers to create viral content, which he believes is a critical factor in the success of startups. During an interview at TechCrunch
Disrupt 2025, Lee stated that many startups fail not due to poor products but because they lack visibility. He emphasized the importance of distribution and the need for startups to be seen, even if they have a good product-market fit. Cluely, which launched earlier this year, initially gained attention for its controversial use in helping software engineers cheat on job interviews. However, the company has since shifted its focus, removing such references from its website and positioning itself as an 'undetectable' AI tool. Lee's strategy for Cluely involves making it a major presence on platforms like Instagram and TikTok, aiming for widespread recognition.
Why It's Important?
The insights shared by Lee underscore a significant challenge faced by tech startups: the need for effective content distribution and visibility. In an era where digital presence can make or break a company, the ability to create engaging and viral content is crucial. This highlights a broader industry trend where traditional marketing roles are being overshadowed by influencer-driven strategies. Lee's comments also reflect a shift in startup culture, where authenticity and boldness are valued over polished corporate images. This approach could influence how new tech companies strategize their market entry and growth, potentially reshaping the landscape of startup marketing and branding.
What's Next?
Cluely's future plans involve aggressive growth strategies focused on increasing its visibility across social media platforms. The company aims to reach one billion views across all platforms, a goal that underscores its commitment to becoming a household name. This strategy may prompt reactions from both competitors and industry observers, as Cluely's approach challenges traditional marketing norms. Additionally, the company's recruitment strategy, offering substantial salaries and equity to top-tier talent, suggests a continued focus on attracting skilled individuals who can drive its ambitious growth plans.
