I don't doubt that every prince would like to be both; but since it is hard to accomodate these qualities, if you have to make a choice, to be feared is much safer than to be loved. For it is a good general rule about men, that they are ungrateful, fickle, liars, and deceivers, fearful of danger and greedy for gain....[love] is a link of obligation which men, because they are rotten, will break anything they think doing so serves their advantage; but fear involves dread of punishment, from which they can never escape.
Niccolo MachiavelliBy the delusions of seeming good the people are often misled to desire their own ruin; and they are frequently influenced by great hopes and brave promises.
Niccolo MachiavelliThe nature of man is such that people consider themselves put under an obligation as much by the benefits they confer as by those they receive.
Niccolo MachiavelliPeople should either be caressed or crushed. If you do them minor damage they will get their revenge; but if you cripple them there is nothing they can do. If you need to injure someone, do it in such a way that you do not have to fear their vengeance.
Niccolo Machiavelli