10 Times WWE Didn’t Learn Their Lesson

5. The Jim Ross Heel Turn Redux

Seth Rollins
WWE.com

In 1996, Jim Ross turned heel. The most cuddly personality in an industry populated almost exclusively by politicking madmen was, funnily enough, unsuited to the role.

The angle, one of wrestling's worst ever, was mercifully abandoned within weeks. Ross quietly took off the black hat (figuratively, at least) shortly thereafter. A lesson had been learned: nobody wanted to see their cherished, folksy commentator on an inexplicable rampage.

Only, it hadn't: Jim Ross turned heel again in 1999. This time, a further, unfortunate Bell's Palsy attack served as the motivation behind his attitude adjustment. Ross reasoned that McMahon had removed him from television because of it, and set about unleashing his frustrations on his replacement, Michael Cole. The gambit failed spectacularly. Cole, hard as it is to fathom, was even more unpopular among fans in 1999 than he is today. Today, at least, he has something in the way of personality - even if his dripping sarcasm is often counterproductive. In 1999, he was a complete nonentity - a colourless, squeaky-voiced nothing.

Fans, accordingly, took Ross' side - and cheered when Ross, on RAW, kicked Cole in the crotch. The sight of Cole falling off the apron and seemingly disappearing altogether was meant to evoke sympathy; instead, the Pittsburgh crowd lapped it up.

Contributor
Contributor

Michael Sidgwick is an editor, writer and podcaster for WhatCulture Wrestling. With over seven years of experience in wrestling analysis, Michael was published in the influential institution that was Power Slam magazine, and specialises in providing insights into All Elite Wrestling - so much so that he wrote a book about the subject. You can order Becoming All Elite: The Rise Of AEW on Amazon. Possessing a deep knowledge also of WWE, WCW, ECW and New Japan Pro Wrestling, Michael’s work has been publicly praised by former AEW World Champions Kenny Omega and MJF, and current Undisputed WWE Champion Cody Rhodes. When he isn’t putting your finger on why things are the way they are in the endlessly fascinating world of professional wrestling, Michael wraps his own around a hand grinder to explore the world of specialty coffee. Follow Michael on X (formerly known as Twitter) @MSidgwick for more!