Never attempt to win by force what can be won by deception. - Niccolò Machiavelli

Therefore it is unnecessary for a prince to have all the good qualities I have enumerated, but it is very necessary to appear to have them. And I shall dare to say this also, that to have them and always to observe them is injurious, and that to appear to have them is useful; to appear merciful, faithful, humane, religious, upright, and to be so, but with a mind so framed that should you require not to be so, you may be able and know how to change to the opposite.

I certainly believe this: that it is better to be impetuous than cautious, because Fortune is a woman, and if you want to keep her under it is necessary to beat her and force her down. It is clear that she more often allows herself to be won over by impetuous men than by those who proceed coldly. And so, like a woman, Fortune is always the friend of young men, for they are less cautious, more ferocious, and command her with more audacity.

Being feared and not hated go well together, and the prince can always do this if he does not touch the property or the women of his citizens and subjects.