Discourse around the supposed word of the year isn’t new. Dictionaries and other publications have been naming words of distinction in popular culture for at least a couple of decades. In fact, people have been naming “of the year” items in their various media field for much longer than that, be it books, music, magazine, movies, and even people. For some reason, humans enjoy looking back on the past events of the calendar and recognizing objects of import to process everything that happened.

And that’s good! Perspective is important. Memory is essential. Reflection is necessary. But we’ve also made a cottage industry out of year-end wrap-ups in pursuit of clicks, likes, and what passes for news. Then again, this critique isn’t new. In fact, it’s almost as hackneyed and cliched as the retrospectives it criticizes. So, I wanted to take a different tack altogether. Instead of ending the year with a word, I want to begin the year.

Which brings me to “create.”

Full disclosure: I’m borrowing this approach from the great Robert Rose of Seventh Bear and the Content Marketing Institute. I have consumed his marketing wisdom via books, blog posts, newsletters, and podcasts since 2012. He’s been very open about the practice, so I don’t think he’ll mind me using it.

Simply put, it’s a framing device. It’s the primary lens through which you view any given situation. It’s the initial perspective you should use to approach whatever life might throw your way.

I like how it can provide support when you’re down, guidance when you’re lost, and focus when you’re up – if you let it. Instead of looking back on what happened and thinking, “So, that’s what happened,” it’s a way of looking forward on what is happening and thinking, “Here’s what I can do!”

I didn’t choose “create” because I need encouragement to create. I write all the time for work and leisure. Creating is literally my day job and my primary hobby at home. I chose the word because I wanted to remind myself to operate with increased intention in 2026. To not go through the motions. To write with purpose. To dream big and then follow up by doing something meaningful.

The twist: It only needs to mean something to me.

I can quote all the buzzwords and regurgitate all the trends behind what it takes to go viral, to catch on, to connect with your audience. Remember: I do this shit for a living. I talk about this stuff all the time at work and on marketing-related message boards. And that stuff is cool. I like it. It pays the bills. Talking with other creators can be very inspiring and motivating.

But that’s not what I want to do, at least not in 2026. I want to entertain me. I want to do this for me. Because I want to. No more and no less. I encourage younger marketing professionals – whether on my team, where I work, or in the content marketing industry – to have a personal creative practice that keeps them energized. It’s time for me to take my own medicine.

I want to create.

I will create.

I create.