>Think something up and give it a good ending.
Going with the thread theme, let's say the top guy in whatever company wants to start using a new finisher, which we'll call the BIG DAMN MOVE.
>Heel uses the current finisher of the top guy to win an unrelated match or maybe against one of the top guy's lower card friends or something.
>Heel haughtily proclaims in a backstage post-match interview that doesn't get interrupted by someone else walking in and staring at them or pushing them into a wall or whatever that he can do the move better than the face ever did.
>Face calls him out because fuck no that is my move you don't use that and they have a match over it at a B-PPV.
>Heel beats him with his own move to the astonishment of all, then goes on a tear in the ensuing weeks beating midcard faces with it.
>A-PPV is coming up.
>Face wants the rematch.
>Heel is confident he will win again because he's better at the same thing.
>Heel fishes for the move throughout the match but keeps getting countered. He had some other finisher before but isn't thinking about that at all, meanwhile our face is more innovative…
>…and debuts the BIG DAMN MOVE to win.
This story is easy to follow, has a satisfying conclusion and accomplished something. Our heel got to look quite strong for a while, but the face got it back in the end and looks better than ever.