Mortgage Mike Tag


Tobi and I recently wrote our core story, outlining some of the key milestones in the development of City Creek Mortgage from the time we met in high school up until now. It was an eye-opening process to re-live some of the moments of victory, defeat and downright misery. Overall, it was an emotional experience and one with great lessons.

WHAT IS A CORE STORY? Just like people, companies have an “essence”. I think of it as the soul of a business that fuels its personality, beliefs and decisions. A core story is essentially trying to capture that essence. Because feelings are created in the limbic portion of the brain, they often don’t have words. Therefore, pictures or videos are often used as tools to help connect the audience with the true intent of the story. Although someday we hope to make our story into a short video, for now it is a 10-page brochure.

WHY WE CREATED OUR CORE STORY We believe that most people value relationships and feel better about doing business with people who are human, face struggles and try to always grow through mistakes and challenges. By being transparent, we hope that people will get to know us a little better and see how hard the fight has been to keep City Creek Mortgage in business for more than 18 years.

As any person who owns a small business can attest, running a company is not easy. It can be a road filled with incredible highs and very deep lows. It is generally in the extremes where we find the greatest lessons and experience the most growth. When we sat down to discuss what to include, we made a timeline history of the key milestones from the development of City Creek Mortgage up until the current day. This process bought up some painful memories that were quickly followed by strategic advancements. It was interesting to be able to tie our moments of growth to our darkest times. In a way it made me appreciate the struggles which I have desperately tried to avoid reliving. The realization that our moments of greatness were discovered in the midst of misery made the process of writing the story emotionally charged and worthwhile.

LESSONS LEARNED Every company has values. Some businesses may be aware of their values and post them on a wall for all to see, while others may never have taken the time to consider what their values truly are. Early in the life of City Creek Mortgage, we spent a number of days hashing out what truly mattered to us. At the end of an extended “values retreat,” we came up with five beliefs that are core to who we are. Even today, the same values live on within our organization. The true test of values is found in the process of analyzing the most important decisions that a business makes. As we wrote out our story, we realized that our stated values shined through in the significant decisions that have shaped City Creek Mortgage. This served as tangible proof that the values we claim are in fact true to who we are. Further, we realized that our culture is clearly a reflection of our values. You are a part of what has made City Creek what it is today and we are grateful for every opportunity we have to continue our relationship.

You can find the full story at this link or request one to be mailed to you by emailing your address to our relationship manager at

A while back I learned one of the most valuable lessons of my life. I was at a business seminar with my wife when the presenter, Tony Robbins, talked about his theory on human needs. Many years ago, he recognized that there are six key forces that drive human behavior. These forces drive the decisions we make, how we feel about things and how we respond. According to Tony, the Six Human Needs are:

6 Human Needs

Of the six needs, the first four are “Basic” needs and number 5&6 are secondary needs that generally can be met only after the first four are secure. In other words, people tend to focus on growth and contribution at a higher level once they feel a reasonable level of achievement in the first four human needs. Further, if an experience or feeling meets at least 3 of the needs simultaneously, it can be highly addictive.

Although each person experiences all six needs, the order in which they drive behavior is not of equal importance to everyone. For example, some people may value Certainty more strongly than others and some may find the need for Love & Connection to be their primary need. In general, there is one that is dominant in each person and a second need that follows. The remaining two, although still important, tend to be lower on the scale than the primary and secondary needs.

My Personal Lesson

As I contemplated the meaning and validity of his theory, I had the epiphany that if I were to meet each of the six needs within my marriage, both Tobi and I would experience a richness and beauty that would exceed our expectations. Further, it would create an addiction that would make our connection more difficult to break. But to do this, I needed a plan.

I will share with you some of the notes and questions I came up with regarding each need. Although there isn’t sufficient space to share my detailed plan for each, I hope to give you a vision of the potential power hidden within the plan.


  1. Certainty – Per Tony, the need for safety is the most predominant need in most humans. I find this to be true with me as well as for my wife, Tobi. So, I asked the questions – What do I need to do to ensure that she never needs to question my commitment or dedication to her? How can I increase safety in all interactions with her?
  2. Variety – What does it look like to experience the art of surprise and spontaneity within our relationship? How can I ensure we maintain excitement in our lives?
  3. Significance – My wife is an exceptional person with many talents and gifts to offer this world. How can I help her to live out her greatness?
  4. Love & Connection – We all have the need to feel loved and to experience deep connection. Unfortunately, too many give up on love and settle for connection. This is not a place I ever want to be. How do I ensure connection and simultaneously love my wife unconditionally?
  5. Growth – If we aren’t growing, we are dying. What will be our ongoing source of fuel that keeps us learning and inspired to become better? What daily disciplines are needed to ensure these are ongoing and never stop?
  6. Contribution – True meaning in life comes from what we give back. While most seek happiness in having more, how will we be different and experience true happiness through the art of contributing our gifts and talents to help others?

Of everything I have learned so far through this process, the idea of fiercely loving my wife through every good time and bad seems to be the greatest lesson. After 23 years of marriage, I’m thankful for every new thought that can help strengthen our relationship.

This is clearly a unique article for me to write. If this has created curiosity within you, I’d love to share the Six Human Needs with you. Please e-mail me for more information to