Niccolò Machiavelli

“ But above all, he should strive by all his actions to inspire a sense of his greatness and goodness.
A Prince is likewise esteemed who is a stanch friend and a thorough foe, that is to say, who without reserve openly declares for one against another, this being always a more advantageous course than to stand neutral. ”

“ He ought accordingly to encourage his subjects by enabling them to pursue their callings, whether mercantile, agricultural, or any other, in security, so that this man shall not be deterred from beautifying his possessions from the apprehension that they may be taken from him, or that other refrain from opening a trade through fear of taxes; and he should provide rewards for those who desire so to employ themselves, and for all who are disposed in any way to add to the greatness of his City or State. ”

“ And here let it be noted that a Prince should be careful never to join with one stronger than himself in attacking others, unless, as already said, he be driven to it by necessity. For if he whom you join prevails, you are at his mercy ”

“ In the second case, namely, when both combatants are of such limited strength that whichever wins you have no cause to fear, it is all the more prudent for you to take a side, for you will then be ruining the one with the help of the other, who were he wise would endeavour to save him. If he whom you help conquers, he remains in your power, and with your aid he cannot but conquer. ”

“ For supposing two of your powerful neighbours come to blows, it must either be that you have, or have not, reason to fear the one who comes off victorious. In either case it will always be well for you to declare yourself, and join in frankly with one side or other. For should you fail to do so you are certain, in the former of the cases put, to become the prey of the victor to the satisfaction and delight of the vanquished, and no reason or circumstance that you may plead will avail to shield or shelter you; for the victor dislikes doubtful friends, and such as will not help him at a pinch ”

“ Again, it greatly profits a Prince in conducting the internal government of his State, to follow striking methods, such as are recorded of Messer Bernabo of Milan, whenever the remarkable actions of any one in civil life, whether for good or for evil, afford him occasion ”

“ Moreover, to enable him to engage in still greater undertakings, always covering himself with the cloak of religion, he had recourse to what may be called pious cruelty, in driving out and clearing his Kingdom of the Moors; than which exploit none could be more wonderful or uncommon. ”

“ He ought, moreover, at suitable seasons of the year to entertain the people with festivals and shows. And because all cities are divided into guilds and companies, he should show attention to these societies, and sometimes take part in their meetings ”