CM Punk: wrestler, rebel, storyteller

Watch this 2 minute 20 second video from the WWE:

The video is amazing in that so much is communicated without a single word being spoken.

Let’s unpack what happens in the video:

• Music hits and the crowd goes wild

• An individual emerges in a t-shirt and jeans which raises crowd energy even further

• The crowd starts chanting the individual’s name (CM Punk) over and over again

• CM Punk says “its” and the crowd responds “clobbering time!”

• CM Punk approaches the crowd who embrace him enthusiastically

• Others in the audience implore CM Punk to approach them so that they can embrace him

CM Punk is a professional wrestler and yet in this video he doesn’t wrestle. He’s not wearing wrestling attire and he doesn’t utter a word.

How can it be that a man can just walk into a room and elicit such an intense emotional reaction from around 17,000 people without saying a word?

The answer lies in well-crafted stories and well-defined characters. Done right, stories can move, surprise and inspire people.

The highly condensed back story is that CM Punk enjoyed a successful career at WWE from 2005-2014 where he was WWE Champion for an extended period. He acrimoniously left WWE and for years would publicly and repeatedly criticize WWE leadership for how they treated him.

Given his public feuding with WWE, his return to the promotion was a huge surprise to the audience which helped elicit such strong emotions from the crowd.

This is because conflict and transformation help to make compelling stories. In this case, CM Punk accused WWE of medical negligence, lack of respect and not knowing how to advance his persona.

Since these views were shared publicly, and so they were well known by wrestling fans. In other words, the conflict between WWE and CM Punk was well known as he vowed to never return to the WWE.

And yet after a nearly ten year absence, he returned. Why? As CM Punk and WWE executive Triple H have admitted in interviews, a decade is long enough for people evolve and mature. In particular, Punk’s character grew from his experiences: he was unsuccessful in UFC and successful but ultimately fired from AEW.

This meant that the CM Punk that spoke with Triple H in 2023 was not the same person as the bitter CM Punk that left WWE 2014 - i.e. he had undergone his own transformation.

In addition, Punk’s public feuding with WWE meant that the audience’s expectations were that they would never see him perform with WWE ever again. The surprise element of his return helped trigger a strong reaction to his appearance.

CM Punk’s return is also compelling because WWE has incredible storytelling capabilities. Here’s proof: WWE has over 105 million subscribers on YouTube. In comparison the NFL has about 15 million, NBA around 23 million and Premier League has just over 8 million.

This is because WWE is a unique blend of sports and entertainment - its fans know that its matches’ outcomes are pre-determined and they’re watching performance theatre. But fans are hooked nonetheless because WWE storytelling is so strong.

Returning to CM Punk comeback, he was able to excite the crowd without uttering a word because his wrestling character is very well defined. Firstly, all wrestlers have their own unique entrance music which becomes part of their brand.

Fans hear this music repeatedly as it plays every time they see a wrestler perform. Such repetition helps cement the wrestler’s brand identity in the mind of fans.

In addition, all wrestlers have distinct personas. In CM Punk’s case, his character is well known for:

• Straight Edge Lifestyle: Punk's character emphasizes his commitment to the straight edge lifestyle (i.e. abstaining from alcohol, drugs etc.). Punk authentically communicates this because it is deeply rooted in his real-life experiences and values.

• Confrontational Nature: CM Punk is infamous for his sharp tongue and ability to cut promos that are both captivating and provocative. He's not afraid to speak his mind, often using his platform to critique the wrestling industry, societal norms and politics.

• In-Ring Excellence: As a wrestler, CM Punk is highly skilled and respected for his technical grappling abilities, storytelling and match psychology. He's known for delivering high-quality matches that showcase his athleticism and charisma.

• Anti-Establishment Figure: Punk's character often finds himself at odds with authority figures, whether it's wrestling promotion higher-ups or rival wrestlers. This aspect of his persona resonates with fans who appreciate his rebellious spirit and willingness to challenge the status quo.

Because his character is so well-defined, the minute his music hits fans know what they’re getting: an outspoken and rebellious figure who is an excellent in-ring performer. Their reaction was essentially a celebration of a character they know will entertain and excite them.

Finally, CM Punk’s return took place in his hometown of Chicago. Punk takes immense pride in being from Chicago and also made this part of his wrestling persona. This helps him resonate with Chicago fans and contributed to the intense emotional reaction to his surprise return.