Just before leaving my job in April of 2010, I had a series of discussions with the Managing Director of Atlanta’s office, Craig Ramsey.

I wanted to be sure I was making the right decision, or to at least give the company a fair shot at addressing my concerns before I struck out on my own. Craig is a fellow FSU alum who I’d met at several company events, and someone for whom I have a great deal of respect.

I ended up moving forward with my plans to leave the company, but I remember telling people on more than one occasion after leaving that if I had worked with or reported to Craig during my time there, I would probably still be employed there.

Why? His conviction.

Craig believes in what he does, and has the work ethic to prove it. There is of course a measure of conviction required of any executive who hopes to remain employed for long, but there was an honesty to Craig’s conviction that made an impression on me.

I don’t think the importance of conviction can be overstated.

In your department, your startup, or your writing — it’s what will cause people to rally around your cause, subscribe to your newsletter, be moved to tears at your prose, and burn the midnight oil for your idea.

Conviction is what provides the push when discouragement sets in, when distractions appear, and when shortcuts are considered. Conviction is the mental and emotional transfer of your belief in something that then be internalized by others.

Give us something to believe in.