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

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.