"It is much more secure to be feared than to be loved"

The quote recommends that having a credibility for being feared is a more trusted way of keeping power and control than being liked. Machiavelli thought that individuals are typically self-centered and would not hesitate to betray or desert a leader who is perceived as weak or ineffective. For that reason, it is better for a leader to cultivate a sense of worry among their fans, instead of just trying to be liked. This might include using force, deceptiveness, and other ruthless tactics to develop and preserve authority.