you might remember this with frank perdue. >> a chicken is what it eats. eat better than people do. i store my own grain, i mix my own feed and give my perdue chickens nothing but pure well water to drink. that is why my chickens have the healthy, golden color. >> people believed him. he was absolutely trustworthy. can you teach that? >> actually i think you can because frank's greatest characteristic in my opinion he was a teacher. you didn't get 19,000 people working for the same company and staying there without teaching them a whole culture of being trustworthy, reliable. he was a teacher. >> by the way i never saw him smile. did he have a good sense of humor? you get the sense even though you didn't see him smile he did? >> that was one of his biggest characteristics. i used to think at home i walk around with a smile on my face i knew in the next minute he would say something really great pun or something hilarious. and i tell in the book some of these funny things that he would say. david: marketing genius. the book's name, is "tough man, tender chi

my wife cooks out of your cookbook the perdue chicken cookbook, particularly the chicken picatta. >> out of that entire cookbook that was frank'sime. >> maybe because you say he was a simple guy. it's a simple recipe. >> straightforward. >> you loved his leadership. reading this book it is life lessons, it's list lessons. what was it like being married? the king of all chicken here. but his leadership had to be astounding. >> one of the greatest factors in frank's success even a big factor in his leadership was that he was a teacher. in fact, nigh personal opinion having interviewed 134 different people on this, his success in building the company from a father and son operation to 19,000 people by the time he died, that that was based on his being a teacher. he was able to inspire and teach people how to do it right. >> i tell you what let's glean some of the tips out of your book. one of the first things you say that frank said a lot, don't let your money get mad. what's that mean? >> he was very unemotional about how he would make decisions. an example of that was i remember a time when there was a contractor who i knew felt