From Machiavelli

This is a classic. Machiavelli but I'm using my old trusted English Penguin translation of The Prince. Written for the city states of Italy, but sounds just as true today.

"Men in gneral judge by their eyes rather than by their hands; because everyone is in a position to watch, few are in a posistion to come in close touch with you. Everyone sees what you appear to be, few experience what you really are."