In the context of high-status individuals, the reactive shameless strategy (so what?) has recently proven successful.

It is more difficult to determine whether a shameless proactive strategy, such as Trump's (harshly criticizing others' physical appearance, openly bullying less powerful peers) would work for others. It has proven to be unexpectedly successful for him. However, it is consistent with his personality. A similar strategy might not work for Macron, given the stark gap between his traditionally presidential demeanor and a Trump-like shameless political and personal strategy.