Certification: education and credentials add value to services offered by Mike Sima, Midtown Tile QUALIFIED LABOR –––––––––––––––––––––––––––––– Mike Sima, owner of Midtown Tile in Omaha, Neb., received some hometown advice early on in his career that has stuck with him through the last decade. “Never present anything to your customer that you wouldn’t pres- ent to your mother,” Sima said. This advice has served him well over the years. In fact, Sima cred- its it for his success as a one-man operation that specializes in resi- dential remodeling and new con- struction. Moreover, Sima believes in edu- cating oneself to be prepared for any situation on a job site. This is where becoming a Certified Tile Installer (CTI) comes in. “I feel like [certification] sets me apart from the trowel-and- bucket guys,” Sima said. “I went out to prove to myself (and to my clients) that I have the knowledge and skill set to do my job right. I hold myself to a higher standard.” Certification, present- ed by the Ceramic Tile Education Foundation (CTEF), provides the opportunity for tile installers to prove their skill and knowledge of tile instal- lation. Becoming a CTI increases one’s level of professionalism and allows those certified to offer their clients further proof of their dedi- By Terryn Rutford, Social Structure Marketing Mike Sima, owner of Midtown Tile in Omaha, Neb. 62 TileLetter | June 2017