Machiavelli's section on cruelty and clemency establishes that if you are ruler, it is better to be feared than loved. He does this by doubting man's integrity. His general argument is that men are greedy for gain and will turn on you when it suits them if they feel no fear of punishment if they do so.

However, the best ruler is one who goes practically unnoticed, he aids his people but doesn't instill fear in his subjects to get them to comply. Thus, in the end the people feel as though they accomplished their success by themselves. Instead of scarring the people by threatening them, it is better to govern them through positive actions, not by what you say. "The Master doesn't talk, he acts." states Lao Tzu, Tao Te Ching. This way his people don't feel intimidated by him which could cause corruptions or strong opposition...