Book Review The Prince_ Niccolò Machiavelli. Machiavelli's central thesis revolves around the idea that the ends justify the means, and a ruler must be willing to employ cunning, manipulation, and even cruelty to maintain and strengthen their hold on power. He dispenses advice to princes on various aspects of leadership, from handling military matters to managing internal affairs. "Important Quotes" It is better to be feared than loved if you cannot be both. it's a double pleasure to deceive the deceiver. A sign of intelligence is an awareness of one's own ignorance. One who deceives will always find those who allow themselves to be deceived. Everyone sees what you appear to be, few experience what you really are.