"For the manner in which men live is so far removed from the way in which men ought to live, that he who leaves the common course for that which he ought to follow will find that it leads him to ruin rather than to safety. For a man who, in all respects, will carry out only his professions of good, will be apt to be ruined among so many that are evil. A prince therefore who desires to maintain himself must learn not always to be good...”
“Everyone sees what you appear to be, few experience what you really are. . . . The common people are always impressed by appearances and results.”
“The prince should appear to be compassionate, faithful to his word, kind, guileless, and devout. And indeed he should be so. But his disposition should be such that, if he needs to be the opposite, he knows how.”
"A prince should have no objective but war." (to beat the competition)
" A prince (executive) who is not wise himself cannot take wise (financial)advice.”
“Men must be either pampered or crushed, because they can get revenge for small injuries but not for grievous ones. So any injury a prince does a man should be of a kind that there is no fear of revenge.”
"If he must harm a colony (take over a new company): harm the poor and dispersed."
"Injuries (raising the price) should be performed all at once: so resentment does not develop, favors (deals, entertaining advertising, grants, charitable works) should be bestowed little by little."
"Whoever desires to found a state (company) and gives it laws, must start with assuming that all men (other executives, share holders etc.) are bad and ever ready to display their vicious nature, whenever they may find occasion for it."