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I take some guys who are up there near main event level that I trust and am a big fan of and make them look like they're on par with Cena, Punk, Sheamus, etc. And while doing that, I stop having the guys like Punk that I've already got at that level lose on TV constantly so it actually seems like scoring a win over them would be a monumental achievement.
Also, I don't stress so much about Del Rio and Barrett because neither of them should be considered main eventers yet. If that's your gauge of what a main eventer needs to be, you're doing it wrong.
I said in another thread, there's too much parity in wrestling. The top guys lose a lot. Punk just lost 3 times in one month yet he's the WWE champion. When stuff like that is happening, it jumbles everyone together. There's no concept of card placement when it comes to ability in matches. The way you build a star is by having him play a role to perfection. CM Punk is the "Best in the World" because of his real life ability to put on great matches. If he loses constantly, then within the world of wrestling, that makes him quite average. There needs to be more focus on this.
I'd start now with Dolph Ziggler. His matches with Sheamus did WONDERS for this idea. Start now and book him as this generation's Ric Flair. The heel who people just despise because despite his cheating ways, he's actually really good too. Give him a few months where he finally "gets it", drops Vickie and starts winning matches against the mid-card guys to the point where it's logical that he can step up to the next level. Meanwhile, you've got Sheamus taking on all comers and retaining the title. Doesn't lose a match. Then finally, it sets up Ziggler vs Sheamus for the title in an epic 30 or so minute match where Ziggler pulls off the shocking upset with a subtle little pull of the tights when he realizes that as good as he is, he may not be able to finish the job cleanly.
Ideally Sheamus' character would be tweaked enough at this point to where he's not getting stale like before and you can set up a feud that could potentially get both men over to a new level. You can even give Sheamus the title back at the end and both men are at a level where everyone should be saying "Man, I gotta get a shot at beating Dolph Ziggler. That could make my career." At the same time, it raises the World Title up and anyone who gets involved in that picture, provided they've already been booked in a somewhat deserving fashion, gets an automatic boost.
... I went on a little rant there. But yeah...
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