"Beware of entrance to a quarrel; but being in, bear't so that the opposed may beware of thee."

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It's true that "standing up" to bullies a la "High Noon" doesn't normally work. Bullies need to be punished, and one victimized kid is generally not able to do that effectively. However, a kid can "punish" a bully when given useful encouragement. Bait the bully so he gets caught, record the bullying conversations and turn them into authorities, recruit witnesses, and if it ever gets physical, have the ability to actually cause serious pain to the bully. Even if the kid gets in trouble for it, the bully will not want to repeat a painful experience.