Cluetrain Manifesto - Português file:///c%7C/temp/cluetrain/index.

htm

pessoas da Terra...
People recognize each other as such
from the sound of this voice.

La gente se reconoce como tal

por el sonido de esta voz.

Les gens se reconnaissent entre eux grâce

au son même d'une telle voix.

Menschen erkennen einander am Klang

ihrer Stimme.

Le persone si riconoscono tra loro come tali

dal suono di questa voce.

Leia sobre o livro

Uma poderosa conversação global começou.
Através da Internet, pessoas estão descobrindo e
inventando novas maneiras de compartilhar
rapidamente conhecimento relevante. Como um
resultado direto, mercados estão ficando mais
espertos—e mais espertos que a maioria das
empresas.

1 of 8 08/01/2000 9:34 PM
Cluetrain Manifesto - Português file:///c%7C/temp/cluetrain/index.htm

Leia o Manifesto Estes mercados são conversações. Seus membros se

Assine o Manifesto
Leia o Adesivo
Buzz
Fuzz
Reach
"O trem das evidências
(cluetrain) parava quatro vezes
por dia por dez anos e eles
nunca pegaram a encomenda."
— Veterano de uma firma
agora caindo fora da Fortune
500
"...empresas tão lobotomizadas
que elas não podem falar em
uma voz reconhecidamente
humada fazendo sites que
cheiram como a morte."
—"Fear and Loathing on the
Web" The Industry Standard e
CNN Interactive
Evidências que você pode
usar
Encontre os Ringleaders
comunicam em uma linguagem que é natural, aberta,
honesta, direta, engraçada e muitas vezes chocante.
Quer seja explicando ou reclamando, brincando ou
séria, a voz humana é genuína. Ela não pode ser
falsificada.
A maioria das empresas, por
outro lado, apenas sabem
como falar na linguagem
calma, sem-humor e
monótona da missão
corporativa, prospectos de
marketing, e o sinal de
ocupado
sua-ligação-é-importante-para-
O mesmo antigo tom, as
mesmas antigas mentiras.
Não é de se espantar que
mercados conectados não
tem respeito por empresas
que não querem falar como
eles.
Mas aprender a falar em uma voz humana não é
nenhum truque, e as corporações não irão nos
convencer que são humanas com coisas do tipo
"ouvindo os clientes." Elas irão parecer humanas
apenas quando empregar seres humanos reais para
falar por elas.

Enquanto muitas destas pessoas já trabalham para

Signatários empresas hoje, a maioria das empresas ignoram suas
incluíndo... habilidades de entregar conhecimento genuíno, ao invés
disto optando por empurrar conversas que insultam a
Bruce Hunt inteligência de mercados literalmente muito inteligentes
Adobe Systems para comprar isto.
Larry Bohn
net.Genesis De qualquer modo, funcionários estão hyperlinkando-se
Robert Kost assim como os mercados. Empresas precisam ouvir
US Interactive cuidadosamente a ambos. Principalmente, elas
Dave Winer precisam cair fora do caminho, assim funcionários
UserLand intraconectados podem conversar diretamente com
Tom Matrullo mercados interconectados.
Comcast Online
Dan Miller Firewalls corporativos mantiveram funcionários
The Kelsey Group inteligentes dentro e mercados inteligentes fora. Isto
Keith Dawson está causando um problema real para derrubar estas
TBTF paredes. Mas o resultado será um novo tipo de
Eric S. Raymond conversação. E esta será a mais excitante conversação
Open Source Initiative que as empresas jamais conheceram.
e muitos mais...

2 of 8 08/01/2000 9:34 PM
Cluetrain Manifesto - Português file:///c%7C/temp/cluetrain/index.htm

0HUFDGRV2QOLQH SHVVRDVGD7HUUD
0HUFDGRVHPUHGHHVWmR 2FpXHVWiDEHUWRSDUDDV
FRPHoDQGRDVH HVWUHODV1XYHQV
DXWRRUJDQL]DUPDLVUiSLGR FDPLQKDPVREUHQyVQRLWH
TXHDVHPSUHVDVTXHRV HGLD2FHDQRVVREHPH
WHPWUDGLFLRQDOPHQWH GHVFHP2TXHTXHUTXH
VHUYLGR*UDoDVDZHE YRFrSRVVDWHURXYLGR
PHUFDGRVHVWmRVH HVWHpRQRVVRPXQGR
WRUQDQGRPHOKRU QRVVROXJDU2TXHTXHU
LQIRUPDGRVPDLV TXHWHQKDVLGRGLWRD
LQWHOLJHQWHVHGHPDQGDQGR YRFrQRVVDVEDQGHLUDV
TXDOLGDGHVSHUGLGDVQD YRDPOLYUHV1RVVR
PDLRULDGDVRUJDQL]Do}HV FRUDomREDWHSDUDVHPSUH
3HVVRDVGD7HUUD
OHPEUHPVH

7HVHV
Signatários e Comentários

 0HUFDGRVVmRFRQYHUVDo}HV
2. 0HUFDGRVFRQVLVWHPHPVHUHVKXPDQRVQmRVHWRUHVGHPRJUiILFRV
3. &RQYHUVDo}HVHQWUHVHUHVKXPDQRVSDUHFHPKXPDQDV(ODVVmR
FRQGX]LGDVHPXPDYR]KXPDQD
4. 4XHUVHMDWUDQVPLWLQGRLQIRUPDomRRSLQL}HVSHUVSHFWLYDVDUJXPHQWRV
RXDSDUWHVDYR]KXPDQDpWLSLFDPHQWHDEHUWDQDWXUDOVLQFHUD
5. $VSHVVRDVVHUHFRQKHFHPFRPRWDOSHORVRPGHVWDYR]
6. $,QWHUQHWHVWiSHUPLWLQGRFRQYHUVDo}HVHQWUHVHUHVKXPDQRVTXH
VLPSOHVPHQWHQmRHUDPSRVVtYHLVQDHUDGDPtGLDGHPDVVD
7. +\SHUOLQNVVXEYHUWHPKLHUDUTXLD
8. 7DQWRQRVPHUFDGRVLQWHUFRQHFWDGRVFRPRHQWUHIXQFLRQiULRV
LQWUDFRQHFWDGRVSHVVRDVHVWmRIDODQGRXPDVFRPDVRXWUDVGHXPD
IRUPDQRYDHSRGHURVD
9. (VWDVFRQYHUVDo}HVHPUHGHHVWmRSHUPLWLQGRIRUPDVQRYDVHSRGHURVDV
GHRUJDQL]DomRVRFLDOHGHWURFDGHFRQKHFLPHQWR

3 of 8 08/01/2000 9:34 PM
Cluetrain Manifesto - Português file:///c%7C/temp/cluetrain/index.htm

10. &RPRUHVXOWDGRRVPHUFDGRVHVWmRILFDQGRPDLVLQWHOLJHQWHVPDLV
LQIRUPDGRVPDLVRUJDQL]DGRV
$SDUWLFLSDomRHPXPPHUFDGRHPUHGHPXGDDVSHVVRDV
IXQGDPHQWDOPHQWH
11. $VSHVVRDVQRVPHUFDGRVHPUHGHSHUFHEHUDPTXHHODVWHPPHOKRU
LQIRUPDomRHVXSRUWHTXHDGRVIRUQHFHGRUHV-iEDVWDGDUHWyULFD
FRUSRUDWLYDVREUHDJUHJDUYDORUQRVSURGXWRVGHFRQVXPR
12. 1mRH[LVWHPVHJUHGRV2PHUFDGRHPUHGHVDEHPDLVTXHDVHPSUHVDV
VREUHVHXVSUySULRVSURGXWRV(WDQWRVHQGRDQRWtFLDERDRXUXLPHOHV
GL]HPSDUDWRGRPXQGR
13. 2TXHHVWiDFRQWHFHQGRDRVPHUFDGRVWDPEpPHVWiDFRQWHFHQGRHQWUH
RVIXQFLRQiULRV8PDFRQVWUXomRPHWDItVLFDFKDPDGD$(PSUHVDpD
~QLFDFRLVDHQWUHRVGRLV
14. $VFRUSRUDo}HVQmRIDODPQDPHVPDYR]TXHDVQRYDVFRQYHUVDo}HVHP
UHGH3DUDVXDVSUHWHQVDVDXGLrQFLDVRQOLQHDVHPSUHVDVSDUHFHPRFDV
OLVDVOLWHUDOPHQWHLQXPDQDV
15. (PDSHQDVDOJXQVDQRVDDWXDOKRPRJHQL]DGDYR]GRQHJyFLRRVRP
GDVPLVV}HVFRUSRUDWLYDVHSURVSHFWRVSDUHFHUiWmRUHEXVFDGDH
DUWLILFLDOTXDQWRDOLQJXDJHPGDFRUWHIUDQFHVDGRVpFXOR
16. $WXDOPHQWHHPSUHVDVTXHIDODPQDOLQJXDJHPGRFKDUODWmRQmRHVWmR
IDODQGRSDUDQLQJXpP
17. $VHPSUHVDVTXHDVVXPHPTXHPHUFDGRVRQOLQHVmRRVPHVPRV
PHUFDGRVTXHFRVWXPDYDPDVVLVWLUVHXVDQ~QFLRVQDWHOHYLVmRVH
HQJDQDPDVLPHVPDV
18. $VHPSUHVDVTXHQmRSHUFHEHUDPTXHVHXVPHUFDGRVDJRUDVmRUHGHV
SHVVRDDSHVVRDHFRPRUHVXOWDGRILFDQGRPDLVLQWHOLJHQWHVH
SURIXQGDPHQWHXQLGRVQDVFRQYHUVDo}HVHVWmRSHUGHQGRVXDPHOKRU
RSRUWXQLGDGH
19. $VHPSUHVDVSRGHPDJRUDFRPXQLFDUVHGLUHWDPHQWHFRPVHXV
PHUFDGRV(VWDSRGHVHUVXD~OWLPDFKDQFH
20. $VHPSUHVDVSUHFLVDPSHUFHEHUTXHVHXVPHUFDGRVHVWmRULQGR'HODV
21. $VHPSUHVDVSUHFLVDPVHUPDLVOHYHVHHQFDUDUVHPHQRVVHULDPHQWH
(ODVSUHFLVDPWHUXPVHQVRGHKXPRU
22. 7HUXPVHQVRGHKXPRUQmRVLJQLILFDFRORFDUDOJXPDVSLDGDVQRZHEVLWH
FRUSRUDWLYR$RFRQWUiULRLVWRUHTXHUJUDQGHVYDORUHVXPSRXFRGH
KXPLOGDGHKRQHVWLGDGHHXPSRQWRGHYLVWDJHQXtQR
23. $VHPSUHVDVTXHWHQWDPVHSRVLFLRQDUGHYHPWHUXPDSRVLomR
,GHDOPHQWHLVWRGHYHUHODFLRQDUFRPDOJRTXHUHDOPHQWHpLPSRUWDQWHDR
VHXPHUFDGR
24. 'HFODUDo}HVERPEiVWLFDV1yVHVWDPRVSRVLFLRQDGRVSDUDVHUR
SULQFLSDOSURYHGRUGH;<=QmRFRQVWLWXHPXPDSRVLomR
25. $VHPSUHVDVQHFHVVLWDPGHVFHUGHVXDVWRUUHVGHPDUILPHIDODUFRPDV
SHVVRDVTXHPHOHVHVSHUDPFULDUUHODFLRQDPHQWRV
26. 5HODo}HV3~EOLFDVQmRVHUHODFLRQDPFRPRS~EOLFR$VHPSUHVDVHVWmR
FRPXPSURIXQGRWHPRUGHVHXVPHUFDGRV
27. )DODQGRHPXPDOLQJXDJHPTXHpGLVWDQWHSRXFRDWUDWLYDDUURJDQWH
HOHVFULDPSDUHGHVSDUDPDQWHURVPHUFDGRVQDEDtD
28. $PDLRULDGRVSODQRVGHPDUNHWLQJVmREDVHDGRVQRPHGRGHTXHR
PHUFDGRSRGHYHURTXHUHDOPHQWHHVWiDFRQWHFHQGRGHQWURGDHPSUHVD
29. (OYLVGLVVH1yVQmRSRGHPRVVHJXLUMXQWRVFRPPHQWHVVXVSHLWDV
30. $OHDOGDGHDPDUFDpDYHUVmRFRUSRUDWLYDGHXPDUHODomRHVWiYHOPDVD
VHSDUDomRpLQHYLWiYHOHHVWiYLQGRUiSLGR3RUTXHHOHVHVWmRHPUHGH
PHUFDGRVLQWHOLJHQWHVHVWmRSURQWRVSDUDUHQHJRFLDUUHODFLRQDPHQWRVHP
XPDYHORFLGDGHLQFUtYHO

4 of 8 08/01/2000 9:34 PM
Cluetrain Manifesto - Português file:///c%7C/temp/cluetrain/index.htm

31. 0HUFDGRVHPUHGHSRGHPPXGDUGHIRUQHFHGRUHVGDQRLWHSDUDRGLD2V
WUDEDOKDGRUHVHPUHGHSRGHPPXGDUGHIXQFLRQiULRVGXUDQWHRDOPRoR
6XDVSUySULDVLQLFLDWLYDVGHGRZQVL]LQJQRVREULJDUDPDID]HUD
SHUJXQWD/HDOGDGH"2TXHpLVWR"
32. 0HUFDGRVLQWHOLJHQWHVLUmRDFKDUIRUQHFHGRUHVTXHIDODPVXDSUySULD
OtQJXD
33. $SUHQGHQGRDIDODUFRPXPDYR]KXPDQDQmRpXPWUXTXHGHPDJLD,VWR
QmRSRGHVHUSHJRHPDOJXPDFRQIHUrQFLD
34. 3DUDIDODUHPXPDYR]KXPDQDDVHPSUHVDVGHYHPFRPSDUWLOKDUDV
SUHRFXSDo}HVGDVVXDVFRPXQLGDGHV
35. 0DVSULPHLURHODVGHYHPSHUWHQFHUDXPDFRPXQLGDGH
36. $VHPSUHVDVGHYHPSHUJXQWDUDVLPHVPDVRQGHDVVXDVFXOWXUDV
FRUSRUDWLYDVWHUPLQDP
37. 6HVXDVFXOWXUDVWHUPLQDPDQWHVGHRQGHFRPHoDPDVGDFRPXQLGDGH
HQWmRHODVQmRWHPPHUFDGR
38. &RPXQLGDGHVKXPDQDVVmREDVHDGDVQRGLiORJRHPOLQJXDJHPKXPDQD
VREUHSUHRFXSDo}HVKXPDQDV
39. $FRPXQLGDGHGRGLiORJRpRPHUFDGR
40. (PSUHVDVTXHQmRSHUWHQFHPDXPDFRPXQLGDGHGHGLiORJRLUmRPRUUHU
41. (PSUHVDVID]HPGHVXDVHJXUDQoDXPDUHOLJLmRPDVLVWRQmRVHUYHGH
QDGD$PDLRULDHVWDVHSURWHJHQGRPHQRVFRQWUDRVFRQFRUUHQWHGRTXH
FRQWUDVHXSUySULRPHUFDGRHIRUoDGHWUDEDOKR
42. &RPRQRVPHUFDGRVHPUHGHDVSHVVRDVHVWmRWDPEpPFRQYHUVDQGR
HQWUHVLGLUHWDPHQWHGHQWURGDHPSUHVDHQmRDSHQDVVREUHUHJUDVH
UHJXODPHQWRVGLUHWLYDVRILFLDLVOXFURV
43. 7DLVFRQYHUVDo}HVHVWmRWRPDQGROXJDUKRMHQDV,QWUDQHWVFRUSRUDWLYDV
0DVDSHQDVTXDQGRDVFRQGLo}HVVmRIDYRUiYHLV
44. $VHPSUHVDVWLSLFDPHQWHLQVWDODPLQWUDQHWVGHFLPDSDUDEDL[RSDUD
GLVWULEXLUSROtWLFDVGH5+HRXWUDVLQIRUPDo}HVFRUSRUDWLYDVTXHRV
WUDEDOKDQGRUHVHVWmRGDQGRRPHOKRUGHVLSDUDLJQRUiODV
45. ,QWUDQHWVQDWXUDOPHQWHWHQGHPDVHUFKDWDV$VPHOKRUHVVmRIHLWDVGH
EDL[RSDUDFLPDSRULQGLYtGXRVSDUWLFLSDWLYRVFRRSHUDQGRSDUDFRQVWUXLU
DOJXPDFRLVDPXLWRPDLVYDOLRVDXPDFRQYHUVDomRFRUSRUDWLYD
LQWUDFRQHFWDGD
46. 8PDLQWUDQHWVDGLDRUJDQL]DWUDEDOKDGRUHVQRVYiULRVVHQWLGRVGD
SDODYUD6HXHIHLWRpPDLVUDGLFDOTXHRVREMHWLYRVGHTXDOTXHUVLQGLFDWR
47. (QTXDQWRLVWRDVVXVWDDVHPSUHVDVHODVWDPEpPGHSHQGHP
HQRUPHPHQWHGHLQWUDQHWVDEHUWDVSDUDJHUDUHFRPSDUWLOKDU
FRQKHFLPHQWRFUtWLFR(ODVQHFHVVLWDPUHVLVWLUDWHQWDomRGHPHOKRUDU
RXFRQWURODUHVWDVFRQYHUVDo}HVHPUHGH
48. 4XDQGRLQWUDQHWVFRUSRUDWLYDVQmRVmROLPLWDGDVSHORPHGRHUHJUDVR
WLSRGHFRQYHUVDomRTXHHODVHQFRUDMDPSDUHFHPFRPRFRQYHUVDo}HVGH
PHUFDGRVHPUHGH
49. 2VRUJDQRJUDPDVIXQFLRQDUDPHPXPDHFRQRPLDYHOKDRQGHRVSODQRV
SRGLDPVHUFRPSOHWDPHQWHHQWHQGLGRVGHVGHRWRSRGDVHPSLQDGDV
SLUkPLGHVDGPLQLVWUDWLYDVHVHSRGLDPSDVVDURUGHQVGHWDOKDGDVGHVGHR
WRSR
50. +RMHRRUJDQRJUDPDpK\SHUOLQNDGRQmRKLHUiUTXLFR2UHVSHLWRSRU
FRQKHFLPHQWRSUiWLFRJDQKDVREUHRUHVSHLWRSRUDXWRULGDGHDEVWUDWD
51. 2VHVWLORVGHJHUHQFLDPHQWRFRPDQGDUHFRQWURODUGHULYDPGHH
UHIRUoDPDEXURFUDFLDOXWDVGHSRGHUHWRGDDFXOWXUDGDSDUDQyLD
52. $SDUDQyLDPDWDDFRQYHUVDomR(VWHpRSRQWR0DVDIDOWDGH
FRQYHUVDomRDEHUWDPDWDDVHPSUHVDV
53. ([LVWHPGXDVFRQYHUVDo}HVDFRQWHFHQGR8PDGHQWURGDHPSUHVD2XWUD

5 of 8 08/01/2000 9:34 PM
Cluetrain Manifesto - Português file:///c%7C/temp/cluetrain/index.htm

FRPRPHUFDGR
54. 1DPDLRULDGRVFDGRVQHQKXPDFRQYHUVDomRYDLPXLWREHP4XDVH
LQYDULDYHOPHQWHDFDXVDGDIDOKDSRGHVHUWUDoDGDQDVQRo}HVREVROHWDV
GHFRPDQGRHFRQWUROH
55. &RPRSROtWLFDHVWDVQRo}HVVmRYHQHQRVDV&RPRIHUUDPHQWDVHODV
HVWmRTXHEUDGDV&RPDQGDUHFRQWURODUVmRHQFDUDGDVFRPKRVWLOLGDGH
SHORVWUDEDOKDGRUHVLQWUDFRQHFWDGRVHJHUDPGHVFRQILDQoDQRVPHUFDGRV
LQWHUFRQHFWDGRV
56. (VWDVGXDVFRQYHUVDo}HVTXHUHPVHIDODUHQWUHHODV(ODVHVWmRIDODQGRD
PHVPDOtQJXD(ODVUHFRQKHFHPVXDVYR]HVPXWXDPHQWH
57. (PSUHVDVLQWHOLJHQWHVLUmRFDLUIRUDGRFDPLQKRHID]HUFRPTXHR
LQHYLWiYHODFRQWHoDRTXDQWRDQWHV
58. 6HDGLVSRVLomRGHFDLUIRUDIRUHQFDUDGDFRPRXPDPHGLGDGH4,HQWmR
PXLWRSRXFDVHPSUHVDVVmRVHQVDWDV
59. (PERUDVXEOLPLQDUPHQWHQRPRPHQWRPLOK}HVGHSHVVRDVDJRUDRQOLQH
SHUFHEHPDVHPSUHVDVFRPRXPSRXFRPDLVTXHFXULRVDVILFo}HVOHJDLV
TXHHVWmRDWLYDPHQWHLPSHGLQGRTXHHVWDVFRQYHUVDo}HVVHFUX]HP
60. ,VWRpVXLotGLR2VPHUFDGRVTXHUHPIDODUFRPDVHPSUHVDV
61. ,QIHOL]PHQWHDSDUWHGDHPSUHVDTXHRPHUFDGRHPUHGHTXHUIDODUp
QRUPDOPHQWHHVFRQGLGDDWUiVGHXPDFRUWLQDGHIXPDoDGHXPD
OLQJXDJHPTXHVRDIDOVDHPXLWDVYH]HVp
62. 2VPHUFDGRVQmRTXHUHPFRQYHUVDUFRPFKDUODW}HVHYHQGHGRUHV
DPEXODQWHV(OHVTXHUHPSDUWLFLSDUQDVFRQYHUVDo}HVTXHHVWmR
DFRQWHFHQGRDWUiVGRILUHZDOOFRUSRUDWLYR
63. &RORTXHVHHPXPQtYHOPDLVSHVVRDOQyVVRPRVHVWHVPHUFDGRV1yV
TXHUHPRVIDODUFRPYRFr
64. 1yVTXHUHPRVDFHVVRDVVXDVLQIRUPDo}HVFRUSRUDWLYDVDRVVHXVSODQRV
HHVWUDWpJLDVVHXVPHOKRUHVSHQVDPHQWRVVHXFRQKHFLPHQWRJHQXtQR
1yVQmRYDPRVQRVFRQIRUPDUFRPRSDQIOHWRGHFRUHVRXFRPZHE
VLWHVFKHLRGHIUHVFXUDVYLVXDLVPDVVHPQHQKXPFRQWH~GR
65. 1yVWDPEpPVRPRVRVWUDEDOKDGRUHVTXHID]HPVXDHPSUHVDFDPLQKDU
1yVTXHUHPRVIDODUGLUHWDPHQWHFRPRVFOLHQWHVHPQRVVDVSUySULDV
YR]HVQmRHPIUDVHVHVFULWDVHPXPURWHLUR
66. &RPRPHUFDGRVFRPRWUDEDOKDGRUHVDPERVHVWDPRVFKHLRVGHREWHU
QRVVDLQIRUPDomRSRUFRQWUROHUHPRWR3RUTXHQyVQHFHVVLWDPRVGH
UHODWyULRVDQXDLVLPSHVVRDLVHHVWXGRVGHPHUFDGRGHWHUFHLUDPmRSDUD
QRVDSUHVHQWDUPRVXQVDRVRXWURV"
67. &RPRPHUFDGRVFRPRWUDEDOKDGRUHVQyVSHUJXQWDPRVSRUTXHYRFrQmR
HVWiRXYLQGR9RFrSDUHFHHVWDUIDODQGRXPDOtQJXDGLIHUHQWH
68. 2MDUJmRLQIODGRHSRPSRVRTXHYRFrXWLOL]DSRUDtQDLPSUHQVDQDV
VXDVFRQIHUrQFLDVRTXHWHPDYHUFRQRVFR"
69. 7DOYH]YRFrLPSUHVVLRQHVHXVLQYHVWLGRUHV7DOYH]YRFrLPSUHVVLRQH:DOO
6WUHHW9RFrQmRHVWiQRVLPSUHVVLRQDQGR
70. 6HYRFrQmRQRVLPSUHVVLRQDVHXVLQYHVWLGRUHVHVWDUmRFDLQGRIRUD(OHV
QmRHQWHQGHPLVWR"6HHOHVHQWHQGHVVHPHOHVQmRGHL[DULDPYRFrIDODU
GHVWDIRUPD
71. 6XDVQRo}HVDQWLJDVVREUHRPHUFDGRID]HPQRVVRVROKRVUHYLUDUHP
1yVQmRUHFRQKHFHPRVDQyVPHVPRVHPVXDVSURMHo}HVWDOYH]SRUTXH
QyVVDEHPRVTXHHVWDPRVHPRXWUROXJDU
72. 1yVJRVWDPRVPXLWRPDLVGHVWHQRYRPHUFDGR'HIDWRQyVHVWDPRV
FULDQGRR
73. 9RFrHVWiFRQYLGDGRPDVpRQRVVRPXQGR-RJXHVHXVVDSDWRVSHOD
MDQHOD6HYRFrTXLVHUQHJRFLDUFRQRVFRGHVoDGRSHGHVWDO
74. 1yVVRPRVLPXQHVDSXEOLFLGDGH(VTXHoD

6 of 8 08/01/2000 9:34 PM
Cluetrain Manifesto - Português file:///c%7C/temp/cluetrain/index.htm

75. 6HYRFrTXLVHUTXHIDODPRVFRPYRFrIDOHDOJXPDFRLVD4XHVHMD
LQWHUHVVDQWHSDUDYDULDU
76. 1yVWHPRVDOJXPDVLGpLDVSDUDYRFrWDPEpPDOJXPDVQRYDV
IHUUDPHQWDVTXHSUHFLVDPRVDOJXQVVHUYLoRVPHOKRUHV&RLVDVTXH
HVWDPRVGLVSRVWRVDSDJDU7HPXPPLQXWR"
77. 9RFrHVWiWmRRFXSDGRID]HQGRQHJyFLRVSDUDUHVSRQGHUQRVVRHPDLO"
2KGHVFXOSHQyVYROWDUHPRVPDLVWDUGH7DOYH]
78. 9RFrTXHUQRVVRGLQKHLUR"1yVTXHUHPRVVXDDWHQomR
79. 1yVTXHUHPRVTXHYRFrODUJXHVXDYLDJHPFDLDIRUDGRVHX
DXWRLQYROYLPHQWRQHXUyWLFRMXQWHVHDIHVWD
80. 1jRVHSUHRFXSHYRFrDLQGDSRGHID]HUGLQKHLUR,VWRpGHVGHTXHLVWR
QmRVHMDD~QLFDFRLVDQDVXDPHQWH
81. 9RFrSHUFHEHXTXHSRUVLVyRGLQKHLURpXQLGLPHQVLRQDOHFKDWR"6REUH
RTXHPDLVSRGHPRVIDODU"
82. 6HXSURGXWRTXHEURX3RUTXH"1yVJRVWDUtDPRVGHSHUJXQWDUDRFDUD
TXHRIH]6XDHVWUDWpJLDFRUSRUDWLYDQmRID]VHQWLGR1yVJRVWDUtDPRVGH
IDODUFRPRVHX&(2&RPRDVVLPHOHQmRHVWi"
83. 1yVTXHUHPRVTXHYRFrWUDWHRVPLOK}HVGHQyVWmRVHULDPHQWH
TXDQWRYRFrWUDWDXPUHSRUWHUGR:DOO6WUHHW-RXUQDO
84. 1yVFRQKHFHPRVDOJXPDVSHVVRDVGDVXDHPSUHVD(OHVVmROHJDLV
RQOLQH9RFrWHPPDLVGHVWHVHVFRQGLGRVSRUDt"(OHVSRGHPVDLUHMRJDU"
85. 4XDQGRQyVWHPRVSHUJXQWDVQyVQRVDSRLDPRVHPQyVPHVPRVSDUD
REWHUUHVSRVWDV6HYRFrQmRWLYHVVHXPFRQWUROHWmRUHVWULWRVREUHR
VHXSHVVRDOWDOYH]HOHVSRGHULDPHVWDUHQWUHDVSHVVRDVHPTXHQyV
QRVDSRLDPRV
86. 4XDQGRQyVQmRHVWDPRVRFXSDGRVVHQGRVHXWDUJHWGHPHUFDGR
PXLWRVGHQyVVRPRVVHXSHVVRDO1yVSUHIHULUtDPRVIDODUFRPDPLJRV
RQOLQHGRTXHROKDURUHOyJLR,VWRSRGHULDWUDQVPLWLUVHXQRPHPHOKRU
TXHVHXZHEVLWHGHXPPLOKmRGHGyODUHV0DVYRFrGL]SDUDQyVTXH
IDODUFRPRPHUFDGRpWUDEDOKRGR0DUNHWLQJ
87. 1yVJRVWDUtDPRVGHVDEHURTXHHVWiDFRQWHFHQGRDTXL,VWRVHULDOPXLWR
ERP0DVVHULDXPJUDQGHHUURSHQVDUTXHHVWDPRVHVSHUDQGRGHEUDoRV
FUX]DGRV
88. 1yVWHPRVFRLVDVPHOKRUHVSDUDID]HUGRTXHHVSHUDUYRFrPXGDUSDUD
ID]HUQHJyFLRFRQRVFR1HJyFLRpDSHQDVXPDSDUWHGHQRVVDVYLGDV
3DUHFHVHUWXGRQDVXD3HQVHQLVWRTXHPSUHFLVDGHTXHP"
89. 1yVWHPRVRSRGHUUHDOHVDEHPRVGLVWR6HYRFrQmRFRQVHJXHYHUDOX]
DOJXPRXWURYHUiHVHUiPDLVDWHQFLRVRPDLVLQWHUHVVDQWHPDLV
GLYHUWLGRSDUDMRJDU
90. 1DSLRUGDVKLSyWHVHVQRVVDQRYDFRQYHUVDomRpPDLVLQWHUHVVDQWHTXH
DTXHODVIHLUDVFRPHUFLDLVPDLVHQJUDoDGDTXHTXDOTXHUVLWFRPGD79H
FHUWDPHQWHPDLVUHDOLVWDTXHRVZHEVLWHVFRUSRUDWLYRVTXHHVWiYDPRV
YHQGR
91. 1RVVDOHDOGDGHpSDUDFRPQyVPHVPRVQRVVRVDPLJRVQRVVRVQRYRV
DOLGDGRVHFRQKHFLGRVPHVPRQRVVRVFRPSDQKHLURVGHEDWDOKD$V
HPSUHVDVTXHQmRWRPDPXPSDUWLGRQHVWHPXQGRWDPEpPQmRWHP
IXWXUR
92. $VHPSUHVDVHVWmRJDVWDQGRELOK}HVGHGyODUHVQR<.&RPRpTXHHOHV
QmRSRGHPRXYLURWLFWDFGHVWDERPEDUHOyJLRGRPHUFDGR"$OJRPDLV
LPSRUWDQWHHVWiHPULVFR
93. $PERVHVWDPRVGHQWURGDVHPSUHVDVHIRUDGHODV2VOLPLWHVTXH
VHSDUDPQRVVDVFRQYHUVDo}HVSDUHFHPR0XURGH%HUOLPKRMHPDVHOHV
UHDOPHQWHVmRDSHQDVXPDDPDUJXUD1yVVDEHPRVTXHHOHVFDLUmR1yV
LUHPRVWUDEDOKDUGHDPERVRVODGRVSDUDGHUUXEiORV
94. 3DUDDVFRUSRUDo}HVWUDGLFLRQDLVFRQYHUVDo}HVHPUHGHSRGHPSDUHFHU

7 of 8 08/01/2000 9:34 PM
Cluetrain Manifesto - Português file:///c%7C/temp/cluetrain/index.htm

FRQIXVDVSRGHPVRDUFRQIXVDV0DVQyVHVWDPRVQRVRUJDQL]DQGRPDLV
UiSLGRTXHHOHV1yVWHPRVIHUUDPHQWDVPHOKRUHVQRYDVLGpLDVQDGDGH
UHJUDVSDUDQRVID]HUPDLVOHQWRV
95. 1yVHVWDPRVDFRUGDQGRHQRVOLQNDQGR1yVHVWDPRVREVHUYDQGR0DV
QyVQmRHVWDPRVHVSHUDQGR

signatários | ringleaders | buzz

Copyright © 1999 Levine, Locke, Searls & Weinberger.

ringleaders@cluetrain.com
Todos os direitos reservados.

Tradução: Felipe Albertão

Entretanto, direitos mundiais concedidos para uso não-comercial

na condição de que esta página permaneça intacta.
Rasgue-a, roube-a, web-a, envie-a, afixe-a.
Esta mensagem quer se MOVER!

download da versão ASCII

download da versão PDF
download da versão HTML zip

8 of 8 08/01/2000 9:34 PM