What grassroots really means when you are the grass

Everyone loves the word grassroots until they have to buy the cones, book the pitch, and drive the bus.

Grassroots is not a marketing word. It is a logistics word. It means someone, usually you, is doing the un-photogenic work that makes the photogenic work possible.

The first year of BlueWhale was cones, pitches, and buses. It was also the year that mattered most.