For me.
Bobby Roode.
Everything he does is just great. He's a throwback wrestler, his believability is top notch, his seriousness, his in ring work, the way he sells, the promo's. Just unreal.
Its hard to take him over top babyfaces like Bryan, Punk, or Styles. (even maybe Aries) but Roode just has "it". He's got everything you want in a classic top notch heel.
Obviously you wouldn't want to build your company around a heel, but just as a talent I think he's the most valuable.