This week I witnessed something I’ve never seen done on stage at any event in my nearly 25 years of attending conferences worldwide. In Grand Rapids, MI, the Executive Director of AMBA, arrived on stage in a suit and tie, delivering a stirring motivational speech as good as any of my hall of fame speakers could give, and proceeded to prove his point about leaning into the discomfort by climbing into an ice barrel after filling it with water and ice, while cranking out more of his speech. Amazing!     He challenged the audience to commit to something at this conference, by standing and declaring into the mic what their promise would be, which would finally allow him to remove himself from the ice plunge. I was stunned to see the audience sit there and somewhat enjoy knowing he was suffering! A small chuckle came over the group…and eventually, a generous soul, made the commitment Troy was looking for, as he leaped from the ice tub. Incredibly, he somewhat toweled off, and delivered the rest of his keynote in ice cold clothing, dripping and soaked, which no doubt was the tougher part of the speech!     This