According to Machiavelli, a wise prince may be better served by focusing on the distinction between goodwill and hatred. Above all else, a ruler "must only endeavor to escape being hated," for the "best fortress that exists is to avoid being hated by the people." Of only slightly lesser importance, the prince must cultivate the goodwill and respect of the people. But some situations demand cruelty, such as disciplining the army to instill order which can result in the people's fear and respect.

Machiavelli blurs the line between virtue and vice, arguing that, for a leader, the value of an action rests solely on the context and end result of its performance. Virtue and vice are not fixed terms, they must change according to the goal. The leaders "must be prepared not to be virtuous," since the performance of certain vices is "necessary for safeguarding the state." A leader must know "how to do evil, if that is necessary," but must also strive to maintain the appearance of virtue.