In the past 12 months the coach who guided him to Olympic long jump gold has moved home, he has lost his sponsor and injury means he hasn't competed in over a month after a bad hamstring tear.
Rutherford is ranked only 14th ahead of the World Championships in Moscow and four men have jumped beyond the 8.31 metres that earned him his London 2012 title.
"Obviously this year has not been anywhere near as successful as last year," he said.
"I am not saying it cannot end on a high but I have to look at the fact that it hasn't gone to plan, I have to assess and figure that out.
"Track and field is a sport where you have to be competing at 98-100 per cent and you cannot really compete beneath that.
"Everybody else who is out there will be in the best shape that they can possibly be. I know if don't match that then they will beat me.
"Athletics is an individual sport, you can't hide behind anyone else."
In contrast British team-mate Shara Proctor is ranked fifth in the world coming into the women's long jump competition.
The 24-year old has enjoyed a solid Diamond League season and believes she in the shape to rewrite her 6.92m national record and crack the seven metre barrier.
"You can’t look at rankings,” she said.
“It comes down to who shows up on the day and I will show up on that day. I’m going there to win a medal because if I didn’t think I could win a medal, I shouldn’t be in this sport.
“I’m pretty pleased with the season so far. It’s gone exactly how I wanted it to go and I’m jumping with the sort of consistency that I want to. I just have to pull out that one big jump when it matters.”
© Sportsbeat 2013