We have unquestionably leveled up our talent and execution from last season, both for offensive coaching and players. But, IMHO, we've gone from something like D+/C- at the end of last year, to something like B/B- this season. The line is much better, QB play is improved, there's talent outside. But, if I'm being candid, it's hard for me to find future NFL talent on the offensive side of the ball. I see some potentials there, but I don't see the equivalent of Zach/Jaren at QB, Puka out wide, BChristensen/Kingsley/Freeman on the line, or TWilliams/Allgeier running it.
Most OCs want to be balanced and unpredictable, but if you think your players can make plays against their defensive counterparts, then you tend to play a little more straight up. If you're not sure, you get a little cute and try to zig when you would otherwise zag. Against MWC competition, I never worried about 3rd and short with the combo of Hall/Collie/Pitta/Unga and a solid line. Against Big12 competition, there are DBs that can shut down our WRs, and front sevens that can win against our OL.
I think this is why we struggle near the goal line, and on 3rd downs. There's not as much room to spread things out and do some misdirection. Things happen fast. We are left playing straight up against the opponent, and though we're much improved, we're not at a point where we consistently make plays against the man across the line.
Not looking for a place to point fingers, but I think this explains why we're running options plays to the perimeter or PA to the tight end, rather than getting a handful of yards up the middle at the goal line.