Heat the milk in a small saucepan over low heat until you can just comfortably swirl your fingertip in the milk. Remove from heat and add butter and oil. Set aside.
In a mixing bowl, combine flour (fluff it up before spooning into a measuring cup, then level with a knife), yeast, salt, brown sugar and potato flakes. Using a mixer or by hand, stir in the milk mixture, beating until the dough comes together and "cleans" the sides of the bowl.
Scrape dough onto a very lightly floured countertop and knead by stretching half the ball of dough away from you, then folding it back upon itself. Give the dough a quarter-turn and repeat, stretching, folding and turning until the dough becomes smooth and springy, about 4 to 5 minutes. Try not to add any additional flour as that will make your rolls tough. If necessary, dust only your hands with flour. Place dough in a bowl sprayed with cooking spray, cover with plastic wrap and let rise in a warm place for an hour; the dough will look puffy.
Shape rolls as directed below, cover with a light cloth and let rise about 45 minutes until puffy.
For a glossy crust, brush with 1 egg beaten with a teaspoon of water. Sprinkle with sesame or poppy seeds, or a few grains of coarse salt, if desired. Bake on the middle rack of a preheated 350-degree oven for 18 to 20 minutes, or until golden. Cool on wire rack.