10 Major Improvements AEW Must Make Before All In 2024
3. Recognising That Story Is King
AEW "got away" with booking MJF and Adam Cole on the same card twice because they had a lengthy story fans had enjoyed and wanted to consume more of. This is something Tony has to pin down and make the key selling point for his product; story should honestly be king more often than not.
Look at the difference between their scenario and the one worked by Chris Jericho and Will Ospreay elsewhere. The latter pairing saw their tale rushed into view because All Elite bosses knew they needed something to lead in with before Wembley. Then, just like that, Jericho and Ospreay's story is old news.
Carefully laid out stories will beat dream matches in terms of long-term impact every single time.
That's something this writer truly believes in. Ospreay's win over Jericho was undeniably great, but it isn't the thing people are talking about almost a fortnight after All In. That's due to a hastily-assembled angle and the lack of follow up on TV after the fact.