When I owned and ran Extreme Championship Wrestling, I used to joke about my perception of the real job behind the job title. I always told my staff that my job was a firefighter. I spent half my time putting out fires. New Jack stabbed somebody. The Dudleys beat up 40 people in a National Guard Armony riot, and everyone's suing. Sabu missed his flight or wanted to take a booking in Outer Kalakalakaville because the overseas promoter wanted an "Extreme Death Match" and would pay him a lot of money, someone didn't get their video tape and was complaining to the Better Business Bureau, you name it. Always a problem. Ten problems an hour. Mick Foley didn't want more money, he wanted to be in the show open for 1 more clip, or 3 more seconds. Raven thought Tommy Dreamer should beat him and then turn heel. Chris Candido and Tammy had an idea. Eric Bischoff was offering someone a couple of hundred grand to jump. Vince McMahon wanted to do more business, but the price was to lose our identity. And oh yeah, New Jack stabbed another person because by this time in the day, it was already 11am.

Such is the day of a person running a sports entertainment or entertaining-sport franchise. You don't own the business,the business owns you.

Dana White knows this all too well. He has a favorite saying, "every day when I wake up, I know bad shit is going to happen."

Oh, how correct he is.

The entire blog is available right now at this link: http://heymanhustle.craveonline.com/ufc106/60-news/22720-paul-heyman-ufc-106-a-lesson-in-brand-name-identity