Interesting TED talk about motivation:
Truth be told, JB really didn't sound like he wanted it very badly. I know plenty of drafted players that couldn't quite make the cut. They spend their evenings partying, eating pizza, and not really focusing on their careers.
If a professional athlete isn't conditioned, then there's proof they aren't taking it seriously. They DON'T have a good diet. They AREN'T exercising.
I work as a Character Art Director for a video game studio in Montreal, and I review thousands of applicants for jobs. Most of those applicants have zero understanding of anatomy, and zero understanding of proportions, and form. It's all there, yet almost all of them defend their bad anatomy, tooth and nail, rather than admit it needs work, and take a class.
The other thing I should note is although negative reinforcement only works with a few people. NHL'ers deal with incredulous amounts of negative reinforcement through the media, and the fans. ESPECIALLY the fans in Edmonton.
If a player is playing poorly in the NHL, they will not be coddled to play better. They will be told they are a 'bum' then ran out of town.
If Jason Bonsignore was a player that needed positive reinforcement, he really never had a shot at becoming an NHLer.