Steve Austin was adept as a heel in World Class Championship Wrestling and in WCW, where he played a narcissistic blonde.
Austin also had a successful heel run in the WWF after he first became "Stone Cold".
But the fans quickly started to get behind him and to appreciate his foul-mouthed and rebellious antics.
They eventually turned him face during a Submission match with Bret Hart in which Austin refused to tap out the Sharpshooter despite bleeding profusely from the head.
This was the birth of the anti-hero and helped to kick-start the "Attitude Era" in which Stone Cold Steve Austin would become a sensation.
He continued to show villainous tendencies, but the crowd loved him for it. The "Austin 3:16" phenomenon subsequently exploded during his feud with Mr McMahon.
It was a rivalry that everyone could relate to between a working-class man and his evil, crooked boss.
With Steve Austin as the face of the company, the WWF achieved record TV ratings and pay-per-view buy rates.
So when Austin turned on his fans and sided with Vince at WrestleMania X-7, the fans did not buy it.
It was very difficult for Austin to inspire a negative reaction even after a vicious beat-down on his old friend, Jim Ross.
Stone Cold later admitted in his autobiography that turning heel was the worst thing that could have happened to his career despite his enthusiasm for the idea at the time.
It is very unlikely that we will see a run like Austin's again in the WWE for a very long time.