He's been called the "Voice of WWE" since 2013, when he took over after Jim Ross left the company. "Jim Ross had emotion," Cole said on "What's Your Story?" "Even the simplest calls out of Jim Ross, you could feel it come from [his heart] and that's why people believed in him." For many years after Cole came to WWE, he was referred to as "Jim Ross' replacement" ad nauseum. "Those are massive, massive shoes to fill," Cole continued.