10 Wrestlers Too Big To Fail (That Failed Anyway)
2. Goldberg (WWE: 2003-2004)
"Hide the weaknesses, amplify the strengths" is one of the golden rules of booking professional wrestling, and key to Bill Goldberg's WCW success.
Though greener than an envious Grinch when he entered the company, WCW made something of the former NFL defensive tackle by rarely stretching him beyond his capabilities. Yes, he was more Two Moves Of Doom than Five, but it didn't matter when he could get over as an explosive bull of a man capable of running through the competition in less time than it took his opponents to lace their boots that evening.
That's how Goldberg became a key Monday Night Wars player and high-drawing forrce for WCW. By the time he joined WWE in 2003, he was more refined, already a star for his work under Turner, and somebody fans had a real hunger for as one of the last few big names to cross over from WCW. Keeping him credible should have been easy.
Alas, WWE once again refused to make an exception for an exceptional performer, forcing Goldberg into longer, more demanding matches that didn't suit his skillset, then jobbing him out to Triple H at SummerSlam 2003. Goldberg ended up taking the World Heavyweight Title from The Game one month later, but his goose was already cooked by that point.