Machiavelli, a public servant in Florence, Italy, wrote Il Principe in 1513, but it was not published until after his death. Machiavelli wanted to help his prince maintain power at an extremely turbulent time. The slim volume was intended as a guide to dominance and control. To Machiavelli the means justifies the end, where the goal is a stable state. Thus to be Machiavellian has become a pejorative label.

The first lesson is "Staying in Power". Nearly every ruler once he attains power, wishes to stay there. "A ruler from his very first day in power when, having gained the position, he begins to think about how to keep it". Is the route to be followed one of compassion and winning the respect and love of the citizenry? Or is it better to seek to "defend the state against attack"?. The writings of Herodotus on Cyrus the Great, and of William Shakespeare on various kings, are cited to support on this theme. Then the author notes, "Rulers looking for inspiration from the modern period would do well to follow the example of President Bush's generosity toward his military forces after they captured Baghdad, the Iraqi capital, in 2003. He not only countenanced the looting of rare antiquities but also allowed about US$800 million of captured money to be taken by his military commanders ... and US$500 million of income from Iraqi oil went into paying for the USA's military expenses". The lesson: "To make the conquered to pay the expenses of the conqueror". Generosity with other people's money comes easily.

It also helps to be able to "Conceal Reality". "Every ruler has to deal with the following issue: is it better to be loved than feared, or vice versa?" This is not easy. According to human nature, "the average person is ungrateful, fickle, false, cowardly and greedy. Most people will support a ruler as long as he is achieving success and seems to be moving forward ... they will turn against him when it looks like he is losing ground and is threatening their security and welfare". Do not trust people where friendship "has been gained by payments". For example, Hannibal was feared and revered by his people because he was both brave and extremely cruel. Truth and the law were irrelevant when Bush decided to invade Iraq. Allegations were made that were false, but meanwhile the nation has been conquered in the name of "fighting terrorism" and eliminating "weapons of mass destruction". "It is absolutely vital that a ruler should disguise his real nature ... and be a first class dissembler and pretender". Rulers must learn "to ignore the voices of critics, no matter how sincere or rational they seem to be". It helps a ruler to appear to have those qualities people admire: "loyal, faithful, devout, humane, sympathetic and honest"; but disastrous to actually have them. Rulers practise the art of seeming to be good rather than actually being good. Leaders should also appear to be religious as followers expect this. Bush was a master of the public display of religiosity.

"Rulers naturally support their fellow rulers wherever and whenever they can ... but they will withdraw their support when the writing on the wall appears". Mobutu Sese Seko (of Zaire) and Zimbabwe's Robert Mugabe are given as an examples of this. It helps rulers to manufacture enemies and to pose as a "resolute warrior". This Bush succeeded at for a long time.

Rulers become renowned through great projects. Julius Caesar and Alexander the Great are prime examples of this. Will President Bush be remembered for subduing the Middle East? It also helps on the home front to have a reputation for "punishing criminals and renegades with equally significant punishments".

Assistants and advisers are critical to the successful ruler. They must be kept loyal and honest. Their ambitions must always be checked. The author alludes to what happened between Jonathan Moyo and Mugabe as an example of what to avoid. Often rulers have no real idea about what is happening within their country as they listen to sycophants who delude them with falsehoods in order to maintain their position near the ruler. The classic tale here is of the naked King who thought he was wearing new clothes.

Shakespeare also wrote about the danger of listening to flatterers, especially in King Lear. One chapter is on "How to Deal with unruly Subjects". Examples are given of the German genocide in South West Africa (Namibia) 1904-1905) and scorched earth campaigns elsewhere. The last resort is to make war. There is much food for thought in The President, especially for aspiring rulers and current incumbents.

The author, while employed by the University of Namibia (Unam), published four books, including two novels and two works of non-fiction. Harlech-Jones' novel To Dream Again was well received (Mmegi 11 October 2002). He also published a web-based novel, "A Small Space" through On Line Originals that was available to be read on a Palm or as a "pdf" to download. He served as a Dean of the Faculty of Humanities and Social Sciences at Unam and was foundation director of the University Centre at Oshakati in northern Namibia. He also worked for the Aga Khan Foundation developing educational programmes in Northern Pakistan. His doctorate in history is from the University of Edinburgh, Scotland. He writes tongue-in-cheek that he "decided to write the book to offer my tribute to rulers".

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Ginninderra honours an Aboriginal word meaning 'throwing out little rays of light'. It began in 1996 "to provide opportunities for new and emerging authors as well as for authors writing in unfashionable genres or on unpopular subjects". E-mail sheridangriswold@yahoo.com