Evolving Standards

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When technology introduces a smarter, more personalized, and more efficient solutions, it has the potential to redefine industry standards.

• Old Standard: Kodak and the 35mm film format were industry standards for decades.
• Technological Shift: Digital photography changed everything—no film, instant results, easier storage.
• Who Got Replaced: Kodak, once the dominant force, failed to adapt quickly and eventually filed for bankruptcy. New standard-bearers like Canon, Nikon (in digital), and later smartphone companies like Apple took over.
   

• Old Standard: Physical formats like CDs were the standard, with record labels controlling distribution.
• Technological Shift: MP3s, then streaming services like Spotify and Apple Music, changed how music is consumed.
• Who Got Replaced: Record stores and CD manufacturers faded. The standard of album ownership shifted to subscription-based access. Spotify is now one of the new standard-bearers.

• Old Standard: VHS tapes and rental chains like Blockbuster were the standard for home entertainment.
• Technological Shift: First DVDs, then streaming platforms like Netflix and YouTube eliminated the need for physical media.
• Who Got Replaced: Blockbuster and other video rental services were overtaken by digital, on-demand viewing. Netflix itself transitioned from DVD rentals to becoming the global streaming leader.
   

• Old Standard: AAA and Rand McNally provided the go-to road maps.
• Technological Shift: GPS, and later, smartphone apps like Google Maps and Waze offered real-time, interactive navigation.
• Who Got Replaced: Paper map makers lost relevance. Google now sets the standard for navigation.
   

• Old Standard: Regulated taxi services, medallion systems, and dispatch centers.
• Technological Shift: GPS-enabled ride-sharing platforms using dynamic pricing and smartphone convenience.
• Who Got Replaced: Many traditional taxi companies and regulatory models were disrupted. Uber and Lyft became the new transportation standard in many cities.
   

• Old Standard: Hotel chains with centralized booking and uniform services.
• Technological Shift: Platforms like Airbnb allowed anyone to rent out their space, vastly expanding lodging options.
• Who Got Replaced: Traditional hotel dominance was eroded in many markets; Airbnb became a new standard-bearer for flexible, localized travel.
   

• Old Standard: Department stores and shopping malls.
• Technological Shift: Online shopping platforms like Amazon changed expectations around pricing, convenience, and delivery.
• Who Got Replaced: Major retailers like Sears and JCPenney lost market share or closed, while Amazon became the new retail standard.

Golf is full of evolving standards, many of which are being influenced by technology, changing demographics, and shifting expectations. Here are several areas where traditional standards are evolving or being redefined:

• Then: Standard off-the-shelf clubs with limited customization.
• Now: Launch monitors, A.I.-assisted club fitting, and 3D swing analysis have made personalized club fitting a norm.
• Evolution: Custom-fitted gear used to be rare—now it's a key part of performance for amateurs and pros alike.

• Then: Distance gains were mostly physical or equipment-based.
• Now: The USGA and R&A are actively studying distance control, including the potential for a rollback of ball performance to protect course integrity.
• Evolution: The idea of one standard ball or limits on driver tech is gaining momentum, especially in the professional game.
   

• Then: Tee boxes were gender- or age-based (e.g., men's, ladies', senior tees).
• Now: Many courses are shifting to skill-based tee systems, often informed by data like average driving distance or scoring ability.
• Evolution: Encourages more inclusive, enjoyable play, and reflects a move away from outdated assumptions.
   

• Then: Rules were long, rigid, and not user-friendly.
• Now: The 2019 rules revision simplified many aspects of play (e.g., dropping from knee height, relaxed penalties).
• Evolution: Designed to speed up play and make the game more approachable, especially for new players.
   

• Then: Call-ahead tee times and static pricing.
• Now: Online booking platforms use A.I.-driven dynamic pricing similar to airlines and hotels.
• Evolution: Maximizes revenue for courses and gives golfers more flexibility—but also challenges traditional expectations around access and fairness.
   

• Then: Lessons based on feel, drills, and a coach’s eye.
• Now: Use of trackman, AR/VR tools, swing sensors, and even A.I.-driven feedback is becoming common.
• Evolution: Data-driven coaching is creating smarter, faster player development across all levels.
   

• Then: Broadcast TV and traditional commentary.
• Now: ShotLink, real-time stats, Toptracer, interactive apps, and streaming platforms.
• Evolution: Fans expect more data, analysis, and engagement—driven by technology and younger audiences.