Love is preserved by an obligatory link in which people may break and usually do break whenever it is advantageous for them to do so.   But fear, on the other hand, is preserved by the dread of punishment, which never fails.

       People love according to their own will, and fear according to the will of the person they fear.  And thus, the prince will find it safest to establish himself on what is in his own control, and not in the control of others.

       So now we have established that being feared but not loved is preferable to being loved but not feared.  However, it is best for the prince to inspire fear in such a way that, if he indeed does not win love, he at least avoids hatred.  The prince can endure very well being feared while not hated; but if he is hated, that can also bring many problems.

       So then, how does the prince avoid hatred?  First of all, he should not interfere with people’s property.  After all, people forget the death of their father before they forget the loss of their inheritance. 

       Next, he should respect people’s traditions. 

       Also, he should direct people’s energies into private pursuits, and promote material prosperity. 

       Additionally, the prince should take measures in regulating his impression on people.  He should not appear to be greedy, bland, lacking in character, or excessively indecisive.  The prince should do what he needs to do, but show off characteristics that are commonly praised, and hide characteristics that are considered detestable.  He does not necessarily need to actually be like those good characteristics he shows off; he just needs to appear to be them. 

       Is it difficult to deceive people in this way?  No.  Due to principles of human nature, anyone who seeks to deceive will always find someone who will allow himself to be deceived.