New Year’s Eve is called that for a reason, so if you’re driving anywhere today, hey — HEY! Let’s be careful out there.

Meanwhile, the Times Square cams are over here and the New Year’s Eve cams are over here.

Happy New Year!

The economy sucks. Duh. Maybe you’ve lost a client. Or three. Or your enthusiasm for your job. Or your job.

On top of that, tomorrow is New Year’s Eve. It’s the end of another year, a time when we tend to sit back and take stock of where we’ve been and where we’re going … not an easy task these days.

Here’s the good news: It’s never been easy. What’s good about that? Well, simply that the hard work we all have ahead of ourselves has always been hard, so nothing’s really changed all that much … at least not in the sense that there’s hard work ahead.

It’s more an issue of reminding ourselves (and each other) of some evergreen truths that will help us all get through the financial and personal whitewater that lies ahead.

Here are some things I intend to keep in mind in the year ahead:

1. Stay positive. This is crucial. Everything else flows from a positive attitude. Just as a huge part of the economy’s health is derived from consumer confidence, a huge part of your own mental and professional health is derived from your personal confidence. No one wants to work with anyone who has a negative outlook on things. (Do you?)

2. Remember the golden rule. Treat others the way you want to be treated. If you don’t want to be treated like crap, don’t treat others like crap. You’d think that’s a no-brainer, but don’t we all know people in business who treat others like crap?

3. Minimize your intake of bad news. We’re in for a long haul of stories about this company laying off 10% of their workforce and that company closing their doors and this other company filing for chapter 11. Okay, you already know the economy sucks. What are you gonna do about it, wallow in the details? Or are you going to wake up, stay positive and do what you need to do?

4. Another Great Depression? So? Not every industry tanked during the ’30s. The radio industry did very well. So did print media. Films. Advertising. Take a look at this entry over on Google Answers or this article over on iMedia Connection or this blog post from Ravit Lichtenberg and you’ll see why numbers one and three above, in particular, are so important.

5. Stay busy. The more down time you have, the more opportunity you have to sink into a negative frame of mind that will erode your positive frame of mind. To that end …

6. Network. In real estate it’s “location, location, location.” In business it’s “network, network, network.” Put aside an hour a day to catch up with former coworkers, start actual discussions on LinkedIn (they desperately need some), rekindle friendships from years ago, respond to job ads, talk with recruiters and so on. Or, if not an hour, decide to do three things each day that fall into the networking category. It requires discipline, like going to the gym; you may not see immediate results, but you’ll be a lot healthier for it over the long haul.

7. Remember Sturgeon’s Law. The second portion of Sturgeon’s Law, actually, which states that 90 percent of everything is crap. Everything. That includes 90 percent of everyone out there going after the same job or client as you, 90 percent of your competitors in any given industry and so on down the line. Are you in that 90 percent, or are you a 10-percenter?

8. Remember Col. Sanders. You can read his story over here, but here’s the upshot: When he was trying to sell his famous chicken recipe, he was rejected more than 1,000 times before making the sale. Put yourself in his place: Would you give up after 100 rejections? Or 200? Or 500? Or 783? Or 926? I gotta think the over/under for most people on this one is in the double-digits. So: Keep on keepin’ on.

9. Embrace serenity as you cultivate courage and wisdom. Serenity is accepting the things you can’t change, having the courage to change the things you can and cultivating the wisdom to know the difference. Serenity is a good thing.

10. Remember that every hardship also brings opportunity. Those articles in number four above have a lot of good stuff in them, but here a more practical way of looking at things. Yes, the economy is sucking wind. Yes, a lot of companies are freezing their marketing department hiring or maybe even doing layoffs. But guess what? Tons of work still needs to get done. So if you’re an independent contractor or consultant, you’re in pretty good shape. If you’re an independent contractor or consultant who isn’t part of the 90 percent that’s crap, you’re in very good shape.

11. Remember where your real job security lies. It’s not in any company with whom you work … or used to work. The days of working for a large company for 40 years and retiring on your pension are gone. Your job security lies within you: It’s in your willingness to do a great job (not just a good job) no matter what it takes.

Takeaway for marketers: And for everyone else, for that matter. Relax. Take a deep breath. Stay positive. Keep focused. And may the coming year bring you all the health, happiness, serenity, courage, wisdom and success you want and deserve.

Fast Company has posted their list. So has Amazon. So has 800-CEO-READ. So has Strategy + Business. So has Booklist. So has USA Today. So has Financial Times. So has BNET. So has Business Week. And Fortune has their list of the three best Web books of the year; c’mon, they couldn’t cough up seven more?

Now you know how to spend that gift card you received for the holidays.

I was reading this article in the New York Times the other day about Time magazine’s Man of the Year cover. They were talking about the artwork, not the choice, and wrote:

“Mr. Fairey said that his original depiction of Mr. Obama, based on a photograph of the candidate and produced with the blessing, but not the financial backing, of the campaign, was a ‘grassroots’ image that spread virally.”

That spread virally?

No.

That spread organically? Yep.

I fear the battle for the soul of the word “viral” is already long lost, but I’ll say it yet again: “Viral” may be the most misused buzzword in business today. For clarification, click here to see: (a) a horrid example of the word’s misuse by a big-ticket agency, and (b) a link to an article that will explain exactly what the word means. Or should mean.

Takeaway for marketers: Don’t say “viral” when you mean “organic.” Or something else.

The Pew Research Center has some interesting reading to help occupy your weekend.

Here’s a study that shows how Web has overtaken newspapers (but still trails television) as a preferred method of getting news. Meanwhile, here’s some information about how the experts are looking at the future of the Internet (hint: there may be more social tolerance … then again, there may not).