Where born: Lincoln, Neb.
Family: Wife Elaine and children Nancy Hopkins, Kristin, Patricia, Brian and Kathleen Petersen.
Education: Bachelor of science and master of science in marketing and finance, Brigham Young University.
Primary products: Automobile and homeowners insurance.
Primary markets: All of Utah..
Number of employees: 13 in sales department and 20 in claims department.
Annual sales: $5 billion (corporate).
First "real" job: Selling cast iron pipe and fire hydrants.
Management style: Let good people do their job - be the coach.
Strategy for success: Give "Golden Rule" service.
A memorable failure: I ignore them as they invariably lead to greater success.
Heroes: Abraham Lincoln and my father.
Leisure time and hobbies: Searching for Western relics; writing and Senior's Track competitions. Favorite book and movie: "Men to Match My Mountains"; "Somewhere in Time."