In the late 1990s, Don Peppers and Martha Rogers introduced the concept of "mass customization" in their landmark book, The One to One Future.

Their premise was to create systems that combine the cost efficiencies of mass production processes with the flexibility of individual customization to create ideal solutions for a client.

Our client Pinnacle Financial Partners has applied this principle to great success and

We seek authorities. Clients value them. Reporters use them as sources. Conferences ask them to speak.

The mindset of an authority is different from traditional sales and marketing. We explored the steps for an organization to become an authority in a previous post.

This time, we'll concentrate on the mental side of the process.

Mindset of an Authority

1. Perspective

Authorities understand the history

We’ve always revered authority. It was a privilege once reserved for academics, scientists, and top executives in organization.

Appearing in the Harvard Business Review will always be a career-validating achievement. At the same time, free and inexpensive publishing tools have democratized the concept of authority.

Here are five steps anybody or any organization can apply to become an authority.

1. Pick a topic.

Revered

The aftermath of Lane Kiffin's departure from the University of Tennessee has many lessons for future coaches and business people alike.

We'll address Kiffin's decision in a future post.

More interesting right now is the press conference where Kiffin announced his departure and what it illustrates about the future of media relations. Here is the raw footage of the negotiations between university PR representatives and the

Atkinson Public Relations has had the good fortune during the last two years to work on a campaign advocating the sale of wine in Tennessee food stores.

To date, Red White and Food (we are all about consumer choice) has attracted more than 21,000 members, generated hundreds of positive media clips and blog stories, and secured favorable editorials from every major newspaper in the state.

Social media has been significant to our