Non-Fiction, Pena-Rico, Self-help

#642 The Client Nation by Rico Pena

The Client Nation by Rico PenaThe Client Nation by Rico Pena

How do you appeal to everyone? Everyone is different right? Then how are you supposed to get through to each and every person when you’re trying to market something?

People don’t care about how awesome you are unless how awesome you are can do something for them.

According to Rico, people fall in one of four categories. These four categories depend upon pace and focus. Some people are fast paced while others are slow-paced. Some people are focused purely on task while others are focused on people. There are fast-paced people focused on task, fast-paced people focused on people, slow-paced people focused on task, and slow-paced people focused on people.

Each of these groups of people have things they like and things they don’t like. If you as a member of a different group do one of the things that turn them off right away, you’re not going to appeal to them at all.

Rico outlines ways to deal with each of these groups of people in business. There are things to do and things not to do.

What I liked

I’ve met Rico. I’ve actually been to one of Rico’s trainings and this book was free upon going to the training. One never looks a gift book in the spine, right?

I think Rico definitely has some valuable information. If you are a certain personality type, people may do things that really grind at you and you don’t like that and you’re not likely to listen to what they want to say. It’s important to appeal to all people when you have a business, or honestly, if you are in business, and it really doesn’t matter what type of business you’re in. As long as you deal with other people, you have to be able to work with them.

What I didn’t like

I just really don’t think that everybody fits exactly into one of four categories. Rico does say that people are more this or more that. There is actually an extensive profiling test you can take to determine which category you are in. It’s not in the book though. I have an entire report about what category I’m in and why.

It’s all highly interesting, but is everyone exactly one of these things? Rico himself will acknowledge that some people may be a mixture of two, predominantly. Everyone is a mixture of all four at times.

I feel like this is one of those business books, which it is. I’m not really into business books. Honestly, I would really like to see these four categories applied more specifically to other areas of life, dating perhaps? How do you date a person who is a fast-paced task person?


If you’ve been to one of Rico’s trainings, you pretty much have read this entire book before actually reading the book.

Weigh In

Do you think everyone can be divided into only a few categories?

Do you think it’s important to appeal to any person, no matter what you’re doing?


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