Andy Greenberg’s November 29, 2010 Forbes interview with Julian Assange opens with a description of the WikiLeaks founder as “the prophet of a coming age of involuntary transparency.”

Assange gives the the word ”reputation” a new twist in the interview, which took place earlier this month in London. “In the struggle between open and honest companies and dishonest and closed companies, we’re creating a tremendous reputational tax on the unethical companies,” he said.

Elsewhere in the article, James Lewis, a cyber security fellow and director for a Washington, D.C. think tank, referred to the “reputational risk” WikiLeaks poses for companies whose internal documents it leaks.

“Involuntary transparency” and ”reputation issues” promise to be growing issues in 2011. We will also be hearing more about “reputation tax” and “reputational risk.”