Apparently those backstage in WWE realize that storylines have been
extra flat lately and are not what they were before WrestleMania XX.
WWE will be reacting to the problem and may have a possible solution.

According to latest reports, the company will be hiring another
creative team member to oversee the storylines for both brands to
make sure that they are going in the right direction. This new
member will be a creative team manager that will analysis the
storylines to make sure that they make sense and everything stays
interesting.

WWE is also considering hiring more creative team members as the
overwhelming feeling is that the creative teams are just too small
and more members mean more ideas which in turn represents further
creativity.