In the film Apollo 13 (1995), which portrays the aborted 1970 Apollo 13 lunar mission, there’s a scene in which NASA engineers realize the flight may be doomed due to an explosion depriving the spacecraft of most of its oxygen supply. NASA must act fast to get the three astronauts home safely.
As the team peppers him with possible remedies, flight director Gene Kranz (Ed Harris) implores the crew: «Failure is not an option!»
In a similar vein, for business-to-business companies trying to figure out how to monetize their content marketing efforts, inertia is not an option.
Granted, failing to nurture business customers via content marketing channels is not a matter of life and death. Nevertheless, there may be unintended consequences for B2B managers who give their content marketing efforts short shift in terms of decreasing budgets and, in the eyes of C-suite executives, diminishing value.