A radically different approach to the product, and a few enigmatic personalities can change things. WWE did exactly that in the early 90's, when all the corny shit they were doing got stale and dated, and they recognized it and changed direction. Unfortunately, you won't get that with how the business is run these days. Too many boundaries for anyone to really break out, due to the PC culture we're living in. Nobody wants to take chances and go against the grain.
If The Rock started out his wrestling career ten years ago, he would probably be working at Target right now, instead of being one of the biggest stars in the world.