1. I think other teams have generally found ways to neutralize not only him but this team overall.
2. His shooting % dropped significantly. why? I have few theories such as goalies figuring him out better, issue with his confidence and current NHL systems dont let him to set himself up to his liking.
For these reasons, I think he hit his ceiling. In order to break through the wall, he needs to work hard (which is a minimum requirement) and start working on couple of things.
1. working on how to skate into open space better. - unless he intends to change his whole game, it's better to work on area he's familiar with. Right now, I think he's pretty decent at getting into space that is already open. He can also set up play pretty well during transition. However in O zone, he's marked too tightly. (could be wrong, haven't seen games in awhile) I think he can do much better at finding those space that is going to open. Obviously the key is to keep thinking, moving around in O zone and tricking opponents. Separating and getting behind coverage at just the right time. It probably doesnt hurt to ask Z.
2. by doing so he should get better grip of how opposition D moves which will allow him to be a better set up man. If he understands how opposition D presses the puck better, it allows him to set up a play couple steps ahead. Elite playmakers are those who usually can figure out pattern of D quick and plan ahead how to move the D coverage to his liking.
3. While working on this new skill he needs to keep working on improving fundamentals such as stick handling and shooting accuracy. It's going to give him more options out on ice.