Chungin "Roy" Lee, the co-founder and CEO of the controversial AI startup Cluely, has garnered significant attention for his provocative marketing tactics and his tool that unabashedly helps users "cheat on everything."[1][2][3] Initially gaining notoriety for "Interview Coder," a tool designed to assist with technical interviews which led to his suspension from Columbia University, Lee has since expanded his vision with Cluely, an AI assistant for various virtual interactions.[1][2][4][5]
On Disruption and Controversy
Quotes:
- "We say 'cheat on everything' because, ironically, we believe this is the only path towards a future that is truly fair."[6]
- "To be honest, in two years, nobody's gonna think this is cheating."[7]
- "If the world says that is 'cheating,' then I might as well embrace it. Saying 'we are not a cheating app' while users do it anyway is worse. Owning it gives us a marketing edge."[8]
- "People already use AI for essays, homework, even tests. If the world says that is 'cheating,' then I might as well embrace it."[8]
- "We are the kings of distribution and the kings of virality."[7]
- "There's a very, very scary and quickly growing gap between people who use AI and people who moralize against it. And that gap compounds: in productivity, education, opportunity, and wealth."[6]
- "I think what I do is not really that controversial...The reason why people like call me like this controversial figure is because there's a very big split in today's society between professionals...and people who are younger and like Gen Z brain rotted."[9]
Learnings:
- Embrace Controversy as a Marketing Strategy: Lee's approach demonstrates that leaning into a controversial brand identity can be a powerful tool for gaining attention and market traction, especially in a crowded tech landscape.[8][10]
- Challenge Existing Norms: Cluely's marketing compares its technology to calculators and spell-check, tools once considered cheating but now widely accepted, to argue that AI assistance will eventually be normalized.[3][11]
- Understand Generational Divides: Lee recognizes and leverages the different perspectives on technology and "cheating" between younger, digitally native generations and older, more traditional professionals.[9]
On Entrepreneurship and Mindset
Quotes:
- "Winner's effect. One win makes the next win easier. Take action until you get the first clear win, then double down."[8]
- "Looking back, being suspended from Columbia for creating Interview Coder was a pivotal moment...it forced me to step outside the traditional path and burned all other bridges except entrepreneurship, which was both necessary and helpful for me."[2]
- "I value ego in the sense of declaring a big goal and working hard for it."[8]
- "The only two guiding north stars in a man's life or in anyone's life should be to uh take big risks when you can and um to work very hard."[12]
- "95% of what you hear from other people is wrong including what you might hear from me...only you know you are the only correct person in the entire world everyone else is like a fucking like like NPC just do not listen only trust yourself."[9]
- "I do not want to be remembered as the guy who told interesting stories. [I want to be the hunter who] went out, killed the king of the jungle, and came back to feed everyone in the village for two months."[7]
- "I'm here i might as well see if there's light at the end of this tunnel."[13]
Learnings:
- Leverage Setbacks as Opportunities: Lee's suspension from Columbia became a catalyst for his startup, demonstrating the ability to turn a negative event into a successful venture.[2]
- The Power of "Burning Bridges": By having his traditional path disrupted, Lee was forced to fully commit to his entrepreneurial vision.[2][13]
- Action-Oriented Approach: His philosophy of securing an initial "win" and then doubling down highlights a strategy of iterative success and momentum.[8]
- Embrace High-Risk, High-Reward Scenarios: Lee's journey underscores a belief in taking significant risks as a necessary component of achieving ambitious goals.[12]
On Virality and Marketing in the Digital Age
Quotes:
- "Short-form is the biggest opportunity of our lifetime. You can speak for 10 seconds and reach 100 million people."[8]
- "Engineers just cannot create engaging content."[14]
- "Never, ever before in the history of humanity has it been possible to pick up a camera, talk for five seconds, and reach 100 million people. We're using that to build a generational company."[7]
- "Reputation is somewhat obsolete; founders need to be bold, authentic, and personal, which contrasts sharply with traditional corporate approaches."[14]
- "Every major company is recognized by the general public."[14]
- "There's literally not one startup that consistently goes viral as much as us like probably in the history of technology."[15]
Learnings:
- Distribution is Paramount: Lee emphasizes that a startup's visibility, particularly on social media platforms like TikTok and Instagram, is crucial for growth.[14]
- Founder-Led, Authentic Marketing: He advocates for founders to be the face of their brand, projecting a bold and personal image that resonates with modern audiences.[14]
- Content as a Moat: Lee views the ability to create viral content as a significant competitive advantage that many technically-focused startups lack.[14]
On the Future of AI and Work
Quotes:
- "AI is growing so much faster than everybody realizes… the rest of the world hasn't caught up."[4]
- "When every single person is using AI to cheat on meetings, then it's not that you're cheating anymore. This is just how humans will operate and think in the future."[6]
- "[In the future] interviews would be a lot more 'holistic' and largely assess whether the candidate is a 'culture fit,' rather than focusing on a deep dive into their skills."[6]
- "Humans are biologically primed to live in a group, hunt with each other, and work together. We wake up, and we're all excited to hunt down the king of the jungle."[7] (in reference to his team's work environment)
- Lee envisions a future in which everyone has Cluely chips inserted into their brains.[7]
Learnings:
- The Inevitability of AI Integration: Lee operates on the belief that AI assistance in all aspects of life and work is an unstoppable trend.[6]
- Redefining Skills and Assessment: He predicts a shift in how skills are evaluated, with less emphasis on memorization and more on cultural fit, as AI handles more of the technical aspects.[6][16]
- The "Fratty" Startup Culture: Cluely's work environment, described as "fratty," is an intentional effort to foster a close-knit, highly productive team of young, ambitious individuals who are often college dropouts.[7]
Sources
