Wrestling with Work: The Corporate World Through a Pro-Wrestling Lens

Article originally published on Medium (10/17/2024)

Much like in professional wrestling, the lines between reality and performance often blur in the corporate world. Whether pitching a big campaign or navigating office politics, success comes from mastering the balance between scripted roles and authentic moments.

In pro wrestling, a “work” is the planned, coordinated performance that drives the storyline forward, while a “shoot” is when real emotions and unscripted moments take over. In my career in advertising, I’ve found this same duality — there are times when you play the part, follow the strategy, and stick to the plan (work), and other times when the unexpected happens, and you need to think on your feet (shoot).

The lessons I’ve learned from wrestling — crafting the perfect promo, knowing when to be the babyface or heel, and putting others over — have shaped my approach to the corporate world. Like in the ring, it’s all about telling the right story and knowing when to stick to or break from the script.

The Importance of a Good Promo

In pro wrestling, you can be an incredible athlete, but if you can’t cut a good promo — if you can’t sell the story — you’ll struggle to connect with fans. A great promo is about speaking with emotion, making people believe in your story, and guiding them to either cheer or boo. It’s public speaking in its rawest form.

In advertising, we’re constantly cutting promos. When pitching ideas to clients or rallying your team around a new campaign, it’s about capturing their attention and selling them on the vision. The best pitches don’t rely on jargon or complicated language — they use clear, emotional appeals. Like in wrestling, you’ll sell the story and build trust if you can lead with credibility, logic, and heart.

WATCH: Cody delivers a powerful blend of passion and vulnerability in this promo, sharing his journey from becoming “undesirable to undeniable.” By connecting his personal story to the stakes of his upcoming match, he creates an emotional bond with the audience, showing how a great promo can elevate a character and the narrative.

Playing the Role of Babyface or Heel

In wrestling, the “babyface” is the hero, while the “heel” is the villain. While results may be predetermined, the reaction is never guaranteed. Sometimes, the hero gets booed, and the villain gets cheered. Wrestlers must adapt, learning when to play to the crowd’s expectations or defy them entirely.

In advertising, we face a similar challenge. Sometimes, you must play the babyface — being the team player, helping others shine, and working for the greater good. In account management, I regularly embody empathy and strive for transparency. But then there are times when I need to channel my inner heel. Account managers certainly make a choice when client feedback contradicts the creative recommendation, and I must strategically make choices on who or what to push back against.

Knowing when to switch between these roles is crucial in navigating your career. If you’re only a babyface, you might get overlooked or taken advantage of. Lean too hard into the heel, and you risk alienating your colleagues. It’s a balance wrestlers and advertisers have to master.

WATCH: By the way, I do not condone the amount of expletives used in this example, and you should not use them in your workplace unless you’re ready to be fired...]

Upon joining AEW, Christian Cage was a respected babyface veteran, but concerns about his character’s depth emerged as his popularity dipped. Seizing the opportunity, he cemented his heel turn by antagonizing the crowd, belittling other wrestlers, and delivering a sharp personal insult. The result: fans saw Christian Cage as a true villain while recognizing Jay Reso’s brilliance as a performer.

Learn How to Put People Over

One of my favorite lessons from pro wrestling is the art of putting people over. In wrestling, “putting someone over” means helping another wrestler look good, even if it means losing the match. It’s a long-term strategy because when the overall product is elevated, everyone benefits.

In advertising, this can mean giving credit where it’s due, mentoring junior staff, or even letting someone else take the spotlight for the sake of the bigger picture. There have been moments in my career where others have put me over — letting me take the lead in a client presentation or advocating for my next internal promotion. Even as a mid-level professional, I can put people over by participating in informational interviews, reposting people’s creative work on LinkedIn, or mentoring junior colleagues to help them grow.

Putting others over builds stronger relationships and a healthier team dynamic in the long run. Like in wrestling, the goal is to strengthen the entire company or campaign, even if it means stepping back for a moment.

WATCH: After winning the WWE Champinoship at WrestleMania 35, Kofi Kingston later revealed that Daniel Bryan played a key role in making this moment possible. Bryan strongly advocated for Kofi to be his opponent, even when Kofi wasn’t originally expected to compete at WrestleMania. As Kofi explained, “It’s a testament to [Daniel Bryan’s] mindset — putting the business first and doing what’s best for the people and the product.”

So, is work a work or a shoot? The truth is, it’s a bit of both. Like in wrestling, navigating a career in advertising involves storytelling, strategy, and knowing when to stick to the script or embrace authenticity.

Long-term storytelling builds trust and connects with the audience over time, whether in the ring or in a brand campaign. It’s about playing the right role when the moment calls for it, but always with an eye on the bigger picture. After all, the best stories leave a lasting impression.

And so, I must bid you adieu. Goodbye. *Mwah* and Goodnight. BANG!