From this arises the question whether it is better to be loved rather than feared, or feared rather than loved. It might perhaps be answered that we … - Niccolò Machiavelli

I say, then, that hereditary States, accustomed to the family of their Prince, are maintained with far less difficulty than new States, since all that is required is that the Prince shall not depart from the usages of his ancestors, trusting for the rest to deal with events as they arise. So that if an hereditary Prince be of average address, he will always maintain himself in his Princedom, unless deprived of it by some extraordinary and irresistible force; and even if so deprived will recover it, should any, even the least, mishap overtake the usurper. We have in Italy an example of this in the Duke of Ferrara, who never could have withstood the attacks of the Venetians in 1484, nor those of Pope Julius in 1510, had not his authority in that State been consolidated by time. For since a Prince by birth has fewer occasions and less need to give offence, he ought to be better loved, and will naturally be popular with his subjects unless outrageous vices make him odious. Moreover, the very antiquity and continuance of his rule will efface the memories and causes which lead to innovation. For one change always leaves a dovetail into which another will fit.

I say that every prince ought to desire to be considered clement and not cruel. Nevertheless he ought to take care not to misuse this clemency.

One who deceives will always find those who allow themselves to be deceived.