They don't need one person to run the company. Cena, Orton, Balor, Ambrose, Zayn, and Rollins could all be the top faces.
Cena is a part timer right now and is on smackdown so he more of a special attraction then a top faces
orton isn't as over as he use to be and again on smackdown, I could see
ambrose being consider a top face because their finally getting behind him and being on a smaller show like smackdown and with cena being a part timer, i think it's his chance to be take the ball and become a top face.
Rollins as always being a better heel then babyface, so i know the hardcore fans wants him to be a babyface but why turn him at this point when they are in dire need of top heels
Bàlor might be able to someday to be a top babyface but not now, they need to take their times with this guy and not rush this like they do with everything that seem to be over right now. Let him rise organicly to the top instead of force feeding him to the crowd like they do so many times when a superstars is over.
Zayn, forget about this, unless they move him to smackdown which they won't the guy is stuck in the midcard until they release him. The fact that he doesn'T even have a feud for summerslam after winning the feud with owens should tell you that they don't really care that much about him so a main event push isn'T in his future.
The point that navi was making was that they need the one guy that going to be the face of the company, like cena, bryan,austin rock,hogan etc... and all those guys that you name except for cena aren'T at that level of popularity right now. the problem is that nobody want to let the talent have an organic push anymore, they have force feed guys to the fans when they see that they are super over with the fans. The latest victim of that sort of thinking is roman reigns who was super over with the crowd a couple of years ago and they saw that and forced feed the guy to the fans until the turn on him and they are starting to do that to finn balor now and that sad in a way because finn as the potential to be the next daniel bryan if the wwe would just let the guy breath and get over organically instead of putting him in the main event picture right off the bat but that'S how wwe works now.
They need somebody to replace cena as the top guy but the problem is that outside of maybe AJ Styles, nobody is on his level and is ready to replace him and that's because of how WWE book their superstars now and the fact of letting a character get over organically is over.