So I have my own ideas about this and have identified these major issues with the league, and how I'd fix it. Here's what I see are the problems:
1) Officiating. It's bad, it's inconsistent, many of the rules are terrible, enforcement of the rules is terrible, many things need complete overhauls.
2) Players are not incentivized to have passion for the game because of short careers, health risks, and greedy owners not willing to give up more of the league revenue to pay players and take care of their medical issues after retirement. As a result, players need to look out for their paychecks first and foremost rather than just focusing on winning.
3) Too much parity. Yes competitive balance, in theory, is a good thing, but this version of the NFL is trash. The only ways to get ahead in the league is to have great players contributing on their rookie contracts so they aren't getting that big second contract money yet, or to just hope to god you have a great QB and head coach. The rest of the league besides the top few are full of mediocre, inconsistent teams, very few of whom have any entertainment value. Yes there should still be competitive balance, but when 25 out of the 32 teams are boring as fukk to watch, you have a problem. When having an elite QB (of which there are only a few) gives a team such a distinct advantage, and everyone generally plays the same style, the league becomes a cesspool of mediocrity outside of its handful of best teams.
4) The product is too corporate and sanitized. Between the rules, the uniform policies, and the discipline, the entire league just feels like 32 groups of walking, talking robots executing programmed commands like Westworld or some shyt.
How about these for solutions:
1) Full time refs. There is far too much bad officiating in the league. This should take care of a lot of it.
2) Make defensive pass interference a 15 yard penalty, and lessen its enforcement (as well as illegal contact and defensive holding). It is a joke that a team can move 60 yards in one pass play that didn't even result in a completion. Plus all three of these penalties are called far too often for ticky tack contact giving offenses a ridiculous advantage.
3) Adopt college "targeting" rules and enforcement. Throw a guy out and call a 15 yard penalty for targeting the head or neck, but make it reviewable so the refs don't just throw a flag on every hit that looks violent. Too many guys are getting flagged for clean hits just because they look bad, but aren't really bad.
4) Institute incentives for players staying with their current team in free agency - like the NBA, allow the current team to offer a better financial package to free agents. The league should want good, exciting, young teams to be able to largely stay intact.
5) Agreed with your assertion of making offensive holding a 5 yard penalty. Holding happens a lot and is called very inconsistently - it really doesn't make sense to essentially kill a drive over this nonsense.
6) Bring back the 5 yard facemask penalty. It is absolutely ridiculous that a guy trying to make a clean tackle, in the heat of a moment, barely grazes a facemask and it has to be 15 yards. Stupid
7) At the next CBA, the owners need to agree to give up more of the revenue pie to the players, and provide lifetime health benefits for retired players. Players are increasingly deciding that the health risks are not worth playing the game and they are not being taken care of when they are retired. Players need to be compensated better for the risks they are taking while playing (especially when they look around and see the obscene contracts NBA players are getting compared to theirs), and taken care of medically even long after they are finished. This will help the players focus more on the game, on being great players, and TEAM oriented players, and putting a great product on the field, rather than just focusing on getting their money while they can, which they are forced to do now.
8) I'm on the fence about this one, but at least open to discuss. What if the NFL introduced max contracts similar to the NBA? Far too often teams are essentially penalized for having great drafts because they can't possibly pay all the talent they've accumulated on their rosters. Each team's salary cap is typically dominated by the top handful of guys on the roster because they need to get paid. And if a good/great player can't get the contract he's earned with his current team because they can't afford him, there will be someone who can and will pay him thinking he's that missing piece they need when he never is. Just absorbed into a mediocre franchise never to make an impact again.
9) Enough with all the discipline and corporate sanitizing. If players want to wear specialized cleats, do some crazy end zone stuff, whatever - why are you stopping them? Oh, it tarnishes "the shield"? Roger being obsessed with discipline and the league's brand image is what gets them in trouble so often to begin with. Was the world angry at Goodell for domestic violence 2 years ago because too many players were committing DV? Or was it REALLY because he positioned himself as the "discipline" commissioner but proved himself to be woefully inconsistent and clueless when it came to actual important things like DV? Obviously the latter. The league has buried itself in a hole of its own image of "discipline", opening itself to criticism when it gets the actual important things terribly wrong. How about they start by letting players wear accessories to express themselves, or stop penalizing them for showing a little personality? Ease up on these players - they put their lives on the line for you, let them be themselves.
10) Lay off the WEEEEEEEED. No I'm not talking about the players - I'm talking about the league. STOP TESTING FOR IT. They will earn goodwill with the American public who is largely in favor of legalization and overall destigmatization of the drug. They will put entertaining players like Josh Gordon, Le'Veon Bell, and Martavis Bryant back on the field, rather than taking them off of it for extended periods of time for something so pointless. I think they will find very few holdouts to the archaic mindset of weed being some evil substance so there would probably be very little public criticism. So many players are doing this when they aren't being tested anyway, so who the hell cares at this point?
11) Allow kickers more time to practice kicking. I don't even know what the current rules are on this, but most of these dudes straight up suck.
All of these changes are aimed at making the product on the field better. It's far too sanitized, too corporate and buttoned up. If you took the uniform colors away, it would be IMPOSSIBLE to tell which teams were playing because they all generally look, feel, and play the same. You might have one or two exciting games a week and the rest are terrible and uninteresting. fukk that.