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There are a few things they could do with Dolph Ziggler. They could have him feud with Alexander Rusev. Lana could get Rusev a match against Ziggler, pointing out that Ziggler is the only man who has defeated Rusev in one-on-one combat in his life. Ziggler's a good match for Rusev, and made him look fantastic in that match they had on NXT. Actually have Ziggler win the match they had, hitting a Zig Zag out of nowhere. He then makes a pass at Lana or something -- just a bit of development there to drive the big man even more nuts.
A Rusev/Ziggler feud would give Ziggler something to do, but it also locks Rusev into a program and doesn't just have him do the "Rusev crush" thing forever. As a character, Ziggler would work best as the Roadrunner, constantly getting away from Rusev. You can get at least two PPV encounters out of it.
Another option is to put Ziggler in a tag team with Tyson Kidd. Think about that one. Both are fantastic in-ring workers, and they can do this "We're sick of being overshadowed" thing. It'd be worth it just for the matches. And if it makes people care about Tyson Kidd, then it's worth it. Call them "The Workhorses" or something like that.
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