When do nothing is not an option

Loved this post from Seth Godin on “pick anything” moments.

In that moment, “do nothing” was not an option.

Do nothing is the choice of people who are afraid. Do nothing is what you do if too many people have to agree. Do nothing is what happens if one person with no upside has to accept downside responsibility for a change. What’s in it for them to do anything? So they do nothing.

The key moment for an insurgent, then, is the time of “pick anything.” … When people have to pick, they have to confront some of the fear and organizational barriers that lead to the status quo.

The question then is how to create those moments where people truly believe they need to make a choice? How do we make people realize that the default may not be the best option, that it might be even hurting them?