“Golf influencers had already trained golfers to use apps on the course. They taught the behaviour — I just built the product that fulfilled the need they'd created. You don't need to create a new behaviour if someone else has already done the hard work.”

Ride a behaviour influencers already taught — don't try to create a new one

Duffett noticed that YouTube golf channels were teaching viewers to use GPS yardage apps to improve their course management — but the apps available were clunky and data-poor. Rather than educating a market from scratch, he entered a market where the education was already happening and the demand was unmet. This is a distribution insight as much as a product insight: existing media consumption created pull before the product existed.