In-Depth | Gen Z AI Startup Cluely CEO on Marketing: Startups Die from Being Overlooked
TechCrunch Interview: Roy Lee on Distribution Over Product
Date: 2025‑11‑15 22:24
Location: Zhejiang
> “The cause of death for most startups isn’t ‘the product is bad’ — it’s ‘nobody discovers them.’”
Image source: Cluely AI
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🔍 Z Highlights
- Core belief: Roy Lee understands how to make people notice things. This mindset birthed Cluely, his most ambitious project to date.
- Conversion reality: Viral marketing can spike early traffic, but users stay because they genuinely like your product.
- Lesson from failures: Most founders, successful or not, would agree — they should have done more marketing early.
- > Ignore billionaire advice like “just focus on the product.” Ordinary founders must first learn how to be seen.
Roy Lee, Korean‑American co‑founder/CEO of AI startup Cluely, was expelled from Columbia University for creating an “AI interview cheating tool.” Now known for his “cheat everything” slogan, his eccentric style and marketing obsession have made him a standout on Tech Twitter. This article compiles insights from his TechCrunch Disrupt 2025 talk on distribution‑first philosophy.
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Startup Origins: Awakening to the Viral Mindset
Recognizing the Power of Distribution
Roy Lee:
Before Cluely, I created Interview Coder — born from a single question:
> “What’s the most explosive LinkedIn post we can make?”
That post hit 1 million views and landed on Twitter’s front page.
From there, I saw the potential:
- Use tech to grab attention.
- Scale bold ideas into bolder products.
Personal History of Capturing Attention
Roy’s earliest memory of this skill was in kindergarten, making up outrageous stories in “show and tell” to entertain his classmates.
> “I haven’t spent long in content creation — but I’ve spent my life studying how to capture attention.”
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Marketing in Startups: Beyond “Traditional” Tactics
Common Misunderstandings
- Great engineers often struggle with content creation.
- In today’s extreme social media environment, difference is survival.
- Viral content isn’t always “controversy bait” — sincerity delivered uniquely can also cut through.
Top vs Bottom of Funnel
- Top‑of‑funnel: Build awareness — “Hey, check out Cluely, we’re cool.”
- Bottom‑of‑funnel: Trigger direct actions — “Download Cluely for AI meeting transcription.”
Balanced strategy = high‑reach and strong product quality.
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Cluely Now: Marketing First, Then Product
Launch Lessons
- Early product release = huge marketing impact but technical debt.
- Strategy: Launch a “barely usable” product, let real users guide direction.
- Heavy user feedback shifted Cluely into professional meeting scenarios.
Delegating to Focus
Roy freed himself from direct marketing by hiring specialists for each channel, but maintains the belief:
> Most startups die not from bad products, but from invisibility.
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Exposure vs Conversion
- Pure distribution power can create massive opportunities — even without full product maturity (e.g., MrBeast hypothetical).
- Multiple success paths exist — no “single optimal route.”
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Viral Strategy: Staying Ahead
Why Saturation Won’t Kill It
- Weak marketing weeds itself out — the survivors combine top‑tier products + compelling stories.
- Continuous upgrading and differentiation are key.
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Platform‑Specific Insights
Twitter (X)
- Text and headline‑driven.
- First frame of video + title matter most.
- Audience engages with announcement‑style posts.
Instagram/TikTok
- Visual hooks in first 3 seconds.
- Lower “consciousness state” — impulsive reactions, shallow attention.
- Best for simple, emotionally triggering products.
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Future Paths for Cluely
Depending on AI’s trajectory:
- If models stagnate: Become the best AI meeting transcription tool.
- If models leap forward: Lead in intelligent semi‑transparent desktop work layers.
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Roy’s Message to Founders
- Survivor bias skews advice toward “focus on product” — but the unseen graveyard is full of great but undiscovered ideas.
- Marketing is non‑negotiable for ordinary founders.
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Key Takeaways
- Distribution is often more urgent than product perfection.
- Early virality can be leveraged into market positioning — if backed by product evolution.
- Platform tactics must adapt to audience behavior and attention levels.
- Bold authenticity creates memory hooks — controversy optional.
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Original video:
Cluely CEO Roy Lee on the necessity of virality | TechCrunch Disrupt 2025
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