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I actually did put Cena in my list, as a top heel. I would start the turn on the debut, when he comes out in a solidly smart mark city (Philly, NYC, or Chicago jump out right off the bat) to face Cesaro in the main event.
I personally added Harper and Ryback for the same reason. If you can't figure out how to make money off of a guy with Ryback's raw charisma, you're a complete moron. If you can't figure out how to book a guy like Harper, you're a complete moron (why he hasn't been booked to kill off the aging monsters to become the ultimate monster himself boggles my mind).
Ziggler is the number 2 face only because Ryback has to be #1. He'll certainly have his title runs, but his primary goal is to get heat on the heels and build them up for Ryback. Cesaro is in a similar role. The guy can go, he's an athletic freak of nature. He's the tweener workhorse until he can find the one thing that will put him on that next level.
I'd use Cena as the means to make the new stars.
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