Quando fui convidada pela Neurotech para trabalhar com a então nascente Comunidade Neurolake, uma das minhas primeiras preocupações era como atuar com comunidade dentro de uma empresa. Naquele momento, meados de 2019, eu tocava a minha empresa, a EuEscrevo, e minha experiência com comunidades era em grupos independentes e orgânicos (fui liderança e membra da Manguez.al, comunidade de empreendedorismo e inovação do Recife). Como tinha acabado de ler Startup Communities, primeiro livro de Brad Feld sobre o assunto, mandei um e-mail pra ele, contando sobre minha transição perguntando sua opinião. Gentilmente, ele copiou o vice-presidente de Inovação da Techstars Chris Heivly, que respondeu:
Eu considero esta área como “engajamento corporativo”, como um lembrete de que acreditamos fortemente em um ecossistema liderado por pessoas empreendedoras, em que as necessidades das startups e de seus fundadores vêm primeiro. É por isso que não chamamos de “engajamento de startups”, como seria a visão de alguém corporativo.
Então, o que é engajamento corporativo — ou, para responder sua pergunta, o que você deveria fazer nesse papel?
- Traduzir desafios, linguagem, necessidade, ritmo de progresso, etc, para seus pares corporativos;
- Tirar pessoas executivas de nível sênior de seus escritórios e conectá-las com startups para que elas possam ver, tocar, sentir seu mundo (eventos com startups, encontros 1:1, etc);
- Buscar oportunidades para dar apoio financeiro para atividades de startups como patrocinadores;
- Investir ou criar um fundo de capital de risco para investir em empresas locais;
- Encorajar pessoas executivas a “pressionar” seus pares corporativos para fazerem um esforço em conjunto.
Eu adorei os insights, muito aderentes ao trabalho do community manager de uma empresa tradicional (ou de uma scale-up, como é o caso da Neurotech) com o ecossistema de startups. Segui em busca de mais conselhos, que registrei no “minipodcast” Community Whaaat?!?, e usei tudo como inspiração para algumas atividades como Community Manager da Plataforma Neurolake. No entanto, logo meu trabalho se voltou mais para a comunidade interna e precisei calibrar um pouco meu filtro de estudos (vou falar mais sobre isso em breve).
Foi quando voltei às minhas anotações e destaques da primeira edição de Startup Communities e vi que muitos poderiam ser adaptados para comunidades tocadas por empresas.
Agora, depois de vários meses e tentativas frustradas de digitar tudo, contratei uma pessoa pra digitar minhas notas. Com o material em mãos, preferi compartilhar porque outras pessoas podem adiantar seus estudos.
Acesse o doc com highlights e anotações de Startup Communities
No link abaixo, você vai encontrar meus highlights gerais do livro, em que também reproduzi os destaques específicos para comunidades empresariais. Joguei tudo no Google Translator e, por isso, também tem a tradução automática em português — se você vir algo a corrigir, é só digitar lá; agradeço muito a colaboração.
Link para o doc com acesso a comentários: deixe sua colaboração ou correção!
PS: a primeira edição de Startup Communities foi lançada em 2012. Recentemente, Brad Feld lançou a segunda edição dele, além de outro livro sobre o assunto, The Startup Community Way (está na wishlist! Quero ver se tem mais lições pra comunidades - ou mesmo ecossistemas - criados por empresas). Só mais uma dica: siga o blog de Brad Feld e o perfil dele aqui no LinkedIn.
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