# The New Digital Currency: How Controversial Marketing Drives Startup Success

In an era defined by hyper-connectivity and rapid information exchange, the rules of building a successful startup are continuously evolving. The digital landscape is now dominated by viral sensations, and according to Roy Lee, founder of Cluely, attention—not reputation—has emerged as the new currency of consequence. At the Disrupt 2025 conference, Lee argued that for startups, especially those not entrenched in deep tech, distribution through virality can be a make-or-break strategy. Lee’s insights provide a compelling argument for embracing controversial marketing tactics, albeit with a clear warning: not everyone is cut out for this approach.

## The Social Media Shift: Attention Over Reputation

Roy Lee, a figure well-acquainted with the storms of controversy, holds a decisive perspective shaped by his own company’s tumultuous journey. Cluely’s AI assistant gained notoriety with its bold, albeit disproven, claim that it could stealthily assist users in cheating undetected—sparking a firestorm of debates and investigations.

“In today’s world, you just have to realize that the world is trending to a different place, where you have to be extreme, you have to be authentic and you have to be personal,” Lee stated during the session. His approach aligns with a broader social media theory that prioritizes attention over a polished reputation. As Lee notes, maintaining an untarnished reputation is less feasible in a landscape where figures like Elon Musk and Sam Altman command attention through audacious and sometimes outrageous public personas.

Lee’s stance is clear: “Reputation is sort of a thing of the past,” he remarked. “You can try to be the New York Times and guard your ironclad reputation, but realistically you’ve got Sam Altman on the timeline talking about hot guys and you’ve got Elon Musk going batshit crazy.”

## Personal Body: The Reality of Going Viral

Going viral isn’t a walk in the park. It’s a calculated risk that, according to Lee, not everyone can pull off successfully. “If you’re any good at engineering, you’re probably not funny and you’re probably not going to be a content creator because you don’t have it in your blood,” he said candidly. It’s a statement that might sound harsh but underscores the reality that virality often requires a knack for creativity, humor, and timing—traits not commonly associated with technical expertise.

### Behind Cluely’s Viral Success

Cluely is a potent case study of Lee’s theory in action. The raucous claims about cheating capabilities were debunked quickly, yet they sparked enough buzz to land $15 million in investments from Andreessen Horowitz. This scenario underlined the principle that in achieving virality, controversy can be a surprisingly potent catalyst.

– **Visibility Over Veracity**: The claim’s quick disproof showcased a vital lesson—virality can transcend the factual accuracy of claims if they are bold enough to capture public discourse.
– **Investment Magnet**: The buzz was strong enough to secure significant backing from a major venture capital firm, underscoring the efficacy of daring narratives in capturing investor interest.

Despite the pushback and controversy, Cluely’s trajectory highlights how strategically wading into controversial waters can yield tangible financial benefits, albeit with the right safety nets and risk assessments in place.

### The Art of Being Outrageous

Roy Lee elaborates on his ability to spark outrage: “I think I’m particularly good at framing myself in a way that’s controversial.” This talent relies on understanding societal triggers and leveraging personal authenticity to produce content that resonates, albeit contentiously, with the digital audience. The trick, as he points out, is doing many things differently while maintaining a unique and often polarizing voice.

## Learning Moment: Navigating the Viral Marketing Landscape

While Lee’s philosophy may appear brash, it offers essential takeaways for startups exploring viral marketing:

– **Understand Your Audience**: Knowing societal touchpoints can help you create impactful messages that stir up discussions.
– **Balance Risk with Reward**: Craft narratives that are edgy enough to attract attention but grounded enough not to incur irreparable damage.
– **Retention and Adaptation**: Use the viral cycle as a stepping stone to enhance your brand story and outreach strategies for sustained engagement.

Moreover, Lee provides a critical reminder about performance perceptions: “What I’ve learned is that you should never share revenue numbers because if you’re doing well, nobody will talk about how well you’re doing. And if you’re doing poorly, people will only talk about how poorly you’re doing.”

## An Emotional Closer: When to Take the Leap?

As the landscape of startup marketing shifts, entrepreneurs face a crucial question: When is it worth it to court controversy for the sake of virality? It requires weighing the potential gains against the possible fallout.

– **Why Take Risks?** Consider the scope of attention versus reputation in your industry. Is visibility critical for your market entry or growth?
– **How to Craft a Strategy?** Define boundaries and prepare contingency plans to manage unexpected backlash while capitalizing on the attention surge.

Startup founders must decide if the path of controversy aligns with their brand values and strategic objectives. The new digital age might demand bold moves, but they should be measured with the awareness that every focused splash has a ripple effect. Are you ready to dive into the controversial waters of viral marketing, and how will it shape your startup’s journey?