Seth Godin's Invitation: What's Your One Word for 2010?

Last Updated Dec 15, 2009 7:32 PM EST

If you were going to choose one word to contemplate in 2010, what would it be? Sustainability? Fear? Forever?

Seth Godin has invited dozens of his friends to conduct this experiment in an e-book available for a free download. After the writer chooses his or her word, they follow it up with a note on why it's important.

Why this book, What Matters Now, is important is that Godin's "friends" are some of the most influential thinkers in the business world including Tim O'Reilly, Gina Trapani, Tom Peters, Jason Fried, Guy Kawasaki, and Arianna Huffington.

I particularly enjoyed Alan Webber's message on his word, "unsustainability"

"Everyone is pursuing sustainability. But if change happens when the cost of the status quo is greater than the risk of change, we really need to focus on raising the costs of the unsustainable systems that represent the unsustainable status quo."
Read Bill Taylor's excellent overview on this project on Harvard Business Publishing, 70 Words of (Unconventioal Wisdom for 2010, then come back here and give us your word and thought for the coming year.

You can also download the book directly from Godin's site.

  • Sean Silverthorne

    Sean Silverthorne is the editor of HBS Working Knowledge, which provides a first look at the research and ideas of Harvard Business School faculty. Working Knowledge, which won a Webby award in 2007, currently records 4 million unique visitors a year. He has been with HBS since 2001.

    Silverthorne has 28 years experience in print and online journalism. Before arriving at HBS, he was a senior editor at CNET and executive editor of ZDNET News. While at At Ziff-Davis, Silverthorne also worked on the daily technology TV show The Site, and was a senior editor at PC Week Inside, which chronicled the business of the technology industry. He has held several reporting and editing roles on a variety of newspapers, and was Investor Business Daily's first journalist based in Silicon Valley.