“In the early 2000s I had an earlier iteration of coworking, but called it a “9 to 5 Group”. It didn’t catch on, probably because it wasn’t the right term and right time,” Brad told Deskmag.
'9 to 5 Group' certainly isn’t catchy, nor does it contain any of the notions of collaboration or interaction that most people now expect from a coworking space. Neuberg later adopted the term coworking and applied it to his collaborative office in San Francisco called Spiral Muse.
It turns out that Neuberg’s ability to find a ‘sticky’ term is more than mere accident. It’s an art he has studied and applied to other areas such as web coding (he’s a big advocate of the term HTML5). Neuberg was influenced by the 2007 book Made to Stick by Chip and Dan Heath: “They theorize that sticky ideas have the following six traits - simple, unexpected, concrete, credible, emotional, and story-based,” Brad said.
According to this criteria, coworking comes out ahead of 9 to 5 Group.