POWERGRAMS

LEADERSHIP Mark Crosswhite, like most people, will never be mistaken for a natural in front of a video camera. But at a January shoot at Martin Retail Group on Birmingham's Southside, the chief operating officer of Southern Company is a game subject. he pores over the script before filming. he bounces on the balls of his feet and sips a bottle of water between takes. he apologizes to the crew when he flubs a line, joking at one point about the need for a cattle prod to help him get it right. Finally, his torture is over, not just for this day, but bringing to an end weeks of shooting videos that will be shared online with employees. tim Best, Martin's creative director, joins Crosswhite in front of the camera and hands him a brown paper-wrapped package. Crosswhite tears off the bow and ribbon and rips through the paper to reveal a framed, autographed photograph of david Lee Roth, front man for the rock band Van halen. on the back, an inscription from Best reads: "do good with all your heart, but rock with all your soul." the gift is an ode to Crosswhite's teenage years when Van halen was his favorite band. As Crosswhite prepares to take on a new job, the creative director's advice somehow is fitting. Crosswhite believes deeply in Alabama Power and its ability to do good, and he plans – to put it in Best's terms – to rock with all his soul as the company's new president and chief executive officer. in Crosswhite's white-collar world, that means he is going to do everything he can to ensure Alabama Power's continued success and have fun while he's at it. on Monday, Feb. 10, the board of directors of Alabama Power named Crosswhite the new president and Ceo of the company, effective March 1. Crosswhite, 51, follows Charles McCrary, who is retiring after more than 12 years at the helm. "one of the toughest parts about this job will be succeeding Charles McCrary," Crosswhite says. "Charles has been an instrumental figure in Alabama Power's history. he has been a leader in this state. it's going to be really big shoes to fill." Alabama Power's Zeke Smith, who has known Crosswhite since they "were young pups" more than two decades ago, likens the task facing the new Ceo to a younger coach taking over for a retiring legend. things can go wrong in a hurry if the younger coach fails to respect the legacy, says Smith, who succeeded Crosswhite as executive vice president of external Affairs in 2008. that won't happen with Alabama Power's new Ceo, Smith says. "he's not going to make the mistake that others have made when following great coaches," he says. "he's not coming in trying to tear down what has been built. he will take it and build it from where it is today." Crosswhite accepts the challenge of building the company's future with an eye toward respecting its past. the University of Alabama at huntsville graduate, who earned a bachelor's degree in history, has been rereading Leah Rawls Atkins' sprawling account of Alabama Power, "developed for the Service of Alabama." in Alabama Power's early days, Crosswhite says, "it was a startup company hanging on by the thinnest of threads. Look at what Alabama Power is now. i'm very, very honored to be in this new role. Charles and the whole management team got it in great position. the company is stronger than ever." Crosswhite says he plans to keep the company moving in the right direction. when future historians look back on his tenure, "i hope they will say i left it in better shape." Crosswhite takes over Alabama Power after a challenging year. in early 2013, the state Public Service Commission began a series of public meetings for Mobile Gas, Alabama Power and Alagasco. in Alabama Power's case, the PSC modified the Rate Stabilization and equalization formula under which the company is regulated, resulting in a reduction in the amount of revenue raised if rates are increased under RSe. Smith says Crosswhite will have to deal with more of the same in coming years. "the challenges i think he'll face are in areas outside the walls of this building where folks are trying to create a new world order we don't necessarily agree with," Smith says, referring to the groups that opposed Alabama Power in the PSC meetings. Crosswhite expects other challenges, such as tougher environmental regulations, slowing load growth and fierce competition for economic development, but he is extremely confident about the company's future. "we're not going to be the makers of buggy whips," he says. "i don't know what customers will want in 50 years, but we want to be developing and providing it." Crosswhite 'very, very honored' to lead Alabama Power Company 2 "I think he's got every trait, personality, training and background you could ever want for any job in the Southern system. I've always known he was going to the top of whatever he did." roD munDy, Former alaBama PoWer General counsel

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