How to Embrace Discomfort and Challenges (roll of the aMCC)

Ice baths, 4 AM wake-up calls, fasts and more are garnering big-time attention on social media and elsewhere as paths to mental toughness, personal success and more. Beyond the 15 minutes of fame garnered by the post, is there any legitimate science behind these and other less dramatic ways to step into and through discomfort? And why, in the midst of the growing popularity of these strategies, do most of us often find it difficult – not to step into an ice bath - but to simply get off the co...