I use this build and for me it's really good. Well ussualy in game I don't get this build full, unless enemies are really good at feeding :D

These runes give you:
DEF / MR so you are harder to kill;
AD to make farming easier in early game;
Armor Pen to kill your enemies faster.

These masteries give you:
DEF / MR again, with runes I use and DEF/MR masteries you start game with good amount of DEF and MR;
Attack masteries, same as runes to farm faster and kill enemies;
And 2 points to make your summoner spells better.

Wriggle's Lantern is really good in early game to put ward without wasting money on it and helps farming with its passive.
Boots of Mobility helps you to move fast around the map and chase running enemies.
Phantom Dancer give you much attack spead, mov.spd and crit, when you have Wriggle's Lantern attack speed is very useful with its passive. ( helps to get dragon fast )
Infinity Edge gives you much AD, critical chance and critical damage. Critical damage is very useful on Deceive skill, which is auto crit.
Guardian Angel is VERY useful. When you die, come back up and you can just Deceive away from enemies.
Frozen Mallet makes chasing very easy. First you use Two-Shiv Poison then slow enemy with your auto attacks. Also it gives you HP, which is good too.
At the end, if my team doing good and I have enought gold, I change Wriggle's Lantern to The Bloodthirster.

Flash + Deceive is very good for chasing or Escaping.
For second spell, I use Ignite or Exhaust.
Ignite good when you harass your opponent and then just leave him to burn out if he ran away.
Exhaust good for fighting other AD, who are about same as you or help you to kill fed enemies.

Pros:
Good for farming in early game.
High movement speed allows you always to be in right place.
Perfect for chasing runners.
Hard to get down, since you get your Guardian Angel.

Cons:
If both, Flash and Deceive, is on cooldown you are really easy to gank in early game.
When Guardian Angel is on cooldown you are kinda squishy and die easy if got cought.

Put as much Jacks In The Box as possible. It can save your or your ally life or help kill enemy faster. ( Also works at little wards )
Use your ultimate, Hallucinate, to start team fights, first send it to enemies then go with all team. ( Also works to avoid some skills, like Karthus Ulti and some other )
Put Jack in the Box in middle of teamfights, it fears enemies and really helps.
You have high movement speed, so you able to gank and help other lanes.
During/After teamfight look for running enemies and kill them by Deceiving near them and use Two-Shiv Poison to slow them if necessary.
You can put many Jack in the box in one bush and when enemy comes in it get good damage.
During Dragon/Baron you can you Jack in Box as little ward. ( if teammates dont have any wards, it's better than nothing )
You can send your clone to dive in tower and then all team attack enemies near tower without getting problems.

Don't forget your passive, Backstab, if it's possible hit minions from behind to deal extra damage while farming.
If you have blue buff you can spamm Jack in Box while farming, it helps too.
If you jungling it's useful if someone pull for you, so you get more damage with passive.
If no one pulls for you, use Jacks in the Box.
When you have jungled a bit and see your teammate needs help and you going to gank, it's good to start gank with Deceive, so you can get close to enemy before he see you. Then use "E" to slow hit and kill him, flash if he runs away with any skill that could let him escape. ( use Flash only when you 100% guaranteed you'll get him killed )

I don't know what you'll say about this build and strategies, but I try explain it as good as possible. I use this builds, well sometimes change it, like my team feed enemies or all enemies are AD and so on. I hope it will help you. Please vote for it, leave comments, let me know what you think about it.

P.S. I know my english isn't really good, so I want to sorry about that.