From an early age Putin learned to never show weakness. He became a bully to stop being bullied in school. Later in life, he had to protect the KGB Dresden office before being sacked by the mob. With a calm voice he announced to the people gather outside he and his colleagues will machine gun everyone who steps in. Nobody came.

The lesson he took to heart is that people are tribal. They are driven by fear and the only way to get your way is to appear strong. 

... as long as you give people reasons to believe you. Sure he:

• faked terrorist attacks so he can justify a strong military response
• took control of the media and killed his opponents.

But his popularity soared non-the-less. Because the average Russian wanted to believe they were the citizens of a super power. A super power whose guardian was Putin.

The truth is irrelevant as long as the people want to believe the lie. If your lies makes people feel good about themselves, the facts are irrelevant. 

Know everything about everyone. Hide anything about you. This information asymmetry is power.

In the early 2000, when faced with negative press he seized most the media company. Because the owners were corrupt. They were, but so was everyone in the chaotic anarchic period. But Putin had build a portfolio of accusations against everyone (he was a KGB agent after-all) and used his information as a weapon to go against any enemy.