El Principe

Machiavelli The Prince:
Whether it be better to be liven than feared or feared than loved?  It may be answered that one should wish to be both but,because it is difficult. It is safer to be feared than loved.
If you cannot make everyone love you make them fear you, but never ever make people hateyou. This is achieved according to Machiavelli by "abstaining front he property of his citizens and subjects and from their women."  Because "mean morequickly forget the death of they father than the loss of their patrimony."
A metaphor Machiavelli lays out is that of the fox and the lion. "A lioncannot defend himself against snares and the fox cannot defend himself against wolves. Therefore it is necessary to be a fox and to discover the snares and alion to terrify the wolves." 
"To appear merciful, faithful, humane, religious, upright, and to be so, but with a mind so framed that should yourequire not to be so, you may be able and know how to change to the opposite."

In chapter 19 Machiavelli repeats that it is crucially important not to behated, and that nothing makes you more hated than to be extremely greedy and to not respect property and women of the people. "It makes him hated aboveall things, as I have said, to be rapacious, and to be a violator of the property and women of his subjects, from both of which he must abstain."A prince must always search to be admired by the people, this makes it less likely that the people will organize a revolt against him if they admire him.