Machiavelli: How to Gain Reputation

In his treatise "The Prince," Machiavelli claims that a prince is recognized for great enterprises and proofs of prowess. In a word, a prince is measured by his accomplishments in both civil and military matters.

One example Machiavelli gives to support his claim is Ferdinand of Aragon, who became King of Spain by the time of Machiavelli's writing. King Ferdinand is set up as an example of a ruler who continually contrived "great things." These generally consisted of military excursions used to increase the lands he ruled. According to Machiavelli, Ferdinand used the pretext of religion to drive out the Mooers and was well-regarded for it, thus demonstrating a common tactic of his by keeping his subjects distracted with great promises (such as driving out the "infidels"), allowing him a freer hand in ruling his kingdom.

Machiavelli also notes, that the well-regarded prince is decisive, especially in times of war. He exhorts rulers to take sides in a war, rather than remain neutral. He reasons thus: if two neighbors are at war, the prince will have reason to fear the victor or he will not. If he fears the victor, then it is better to declare sides, for if he doesn't, he will be the next to fall and none shall come to his aid. Likewise, whoever wins will not desire friends who do not help in times of trouble, while whoever loses will be similarly ill-disposed toward him. Neutrality, then, is the worst course a state can take, although it may look appealing in the short term as it appears to offer a route to safety. Machiavelli boldly claims that no state should believe that it can always follow a safe policy; instead it should think that all policies are doubtful.

There is, however, more to greatness than military affairs and Machiavelli recognizes this. The great prince must become a discerning judge in civic matters. Those who commit great evil or great good must be punished or rewarded accordingly. This is not because the prince cares about what was actually done, but rather so that the entire affair is talked about by the populace and reflects well on him.