Nothing enhances a ruler’s reputation more than undertaking great conquests. Ferdinand of Spain’s career provides a good example. He had attacked Granada; driven the Moors out of Spain; and attacked Africa, Italy, and France. These activities kept his subjects amazed and preoccupied, so that no one had time to do anything against him.
With regard to internal affairs, princes should always find noteworthy ways to reward or punish any extraordinary actions.
Rulers must never remain neutral. If neighboring rulers fight, you must take sides, because if you do not, the winner will threaten you, and the loser will not befriend you. Whether or not your ally wins, he will be grateful to you. However, if you can avoid it, you should never ally with someone more powerful than yourself, because if he wins, you may be in his power.
A prince should show that he loves talent and rewards it. He should encourage his citizens to prosper in their occupations. He should keep the people entertained with festivals at appropriate times. And he should give attention to the various civic groups, attending some of their activities, but without appearing undignified.
