The company’s hiring practices also reflect this strategic priority. Growth team positions require candidates to have a minimum of 100,000 followers on a major social platform, effectively making every hire a distribution node. This structural choice embeds virality into organizational design rather than treating it as a marketing function.

“The only reason I have the contracts that I do right now is because the decision makers at these enterprise companies have seen my Twitter and think I’m funny and are rooting for me.” Cluely converted social media attention into seven-figure enterprise contracts without building a traditional sales organization.

On social distribution: Building virality into go-to-market from inception proves powerful, but it requires authentic alignment between founder persona and product positioning. Roy Lee’s provocative approach works for Cluely because the product explicitly offers users a “covert advantage”—the brand and product messaging form a coherent whole.... See more