(New book available here, as seen on American Ninja Warrior, with a portion of proceeds benefiting Barbara Sinatra Children’s Center in its fight against child abuse.)
When the July 18 episode of American Ninja Warrior featured The Man Behind the Mask – a book I crafted in collaboration with Flip Rodriguez and Noah Kaufman – I felt like I’d “beat that wall” and hit the buzzer. Pardon my slip into Ninja-speak here. It’s what I had to do to land the book gig in the first place.
Skeptical of a reality-TV sport, I initially resisted an introduction to these Ninjas. I soon knew they spoke my language, and I soon started speaking theirs. Therein lies the first of several lessons I learned en route to the making of The Man Behind the Mask, shared here to help other entrepreneurs, especially in the creative fields.
That first lesson: Listen.
Amy Manson, a colleague when I led marketing communications at Positive Coaching Alliance, asked me to explore partnership with a group called Wolfpack Ninjas. She offered to connect me with the group’s leader, Noah Kaufman, the physician who starred on American Ninja Warrior as “The Ninjadoc.”
Accustomed to partnership with Hall of Fame athletes, coaches and teams from the major pro sports leagues, hearing a name that sounded more like a WWE character stopped me cold. As the saying goes, “Nevertheless, she persisted.”
I relented when Amy explained that the Wolfpack Ninjas were “making the world healthier one kid at a time,” and Noah practically had me at hello. Within minutes we found that we hailed from neighboring suburbs outside of Chicago and that his group and ours both focused on youth-friendly principles of sports and educational psychology.
Noah said he could demonstrate this via video he would send me. Most such promises from other partnership prospects over the years were never kept. But when Noah’s video arrived the next day, I was glad I listened to Amy and glad I listened to Noah.
His well-produced minute-long cellphone video featured him speaking in voice-over shots of his son repeatedly failing to scale a Warped Wall until he finally succeeded. Noah’s video nailed our PCA principles. When I asked how he’d done such a good job so quickly, Noah said, without irony, “I’m a Ninja.”
Throughout that partnership, we discovered similar values and skill sets, often finding the other answering emails at 2 a.m. While co-promoting and attending Wolfpack Ninjas events, I connected with many of Noah’s team of about 30 Ninjas. But that phase of our work abruptly ended when PCA laid me off in August 2017, leading to the next lesson in the making of The Man Behind the Mask.
Phoning Noah to explain my departure, he thanked me and said, “This layoff must be sad for you, so I don’t want to seem overly opportunistic, but would you consider contracting with us?” I answered, “Thanks. It is sad for me, and I also don’t want to seem overly opportunistic, but honestly, that’s part of why I’m calling. So, yes.”
Over the next two-plus years, our group worked hard, traveled together, stayed up late, and sweated out mission-critical assignments, quite literally, in the case of a playground build with KABOOM! on a 95-degree day in San Antonio. We forged the sort of bonds that uniquely arise from those circumstances.
The rewards of friendship, achievement, and adopting the mindset of these world-class athletes made me happy I’d said, “Yes,” especially because our San Antonio team included Flip Rodriguez, who is The Man Behind the Mask. One other reward was learning more lessons.
Sometimes Work for Free
The pandemic halted our live events. Noah’s financial backers ended our contract. With their blessing I contacted the Ninjas individually and landed a couple sweat-equity-only gigs.
Though I never saw cent one, I enjoyed the work and continued growing, which reinforced the lesson to “Say Yes.” I have no doubt that is why Noah contacted me late in 2021 with an offer of paid work on The Man Behind the Mask, a process that taught me one more lesson.
Play to Your Strengths, and Help Your Collaborators Do the Same
Noah Kaufman knows business. He runs it for our collaboration. Flip and I stay out of the way.
Another of Noah’s strengths is that he knew Flip well enough to help him open up in the eight hours of conversation they recorded for the core of the book. Flip’s story is so agonizing that he sometimes had to stop talking, and Noah, The Ninjadoc, masterfully supported and encouraged Flip as he would any trauma patient in the ER.
Flip’s strength is his honesty and courage. It’s not fearlessness. It’s his ability to overcome fear. That he endured his trauma is evidence. That he purposefully re-lived his trauma in the telling of his story shows the strength of his conviction to “get comfortable being uncomfortable” and the depth of his commitment.
Me, I know words. I edited theirs into a coherent narrative, wrote the book’s afterword, and this marketing copy for our Amazon page: “Read the real and raw story of Flip Rodriguez, the ‘Man Behind the Mask.’ In this inspirational story, the American Ninja Warrior star explains how he overcame years of sexual abuse during his childhood and lifted himself from the depths of despair to unimaginable heights.”