The Aston Villa striker has become synonymous with the super-sub role this season and Duran has taken his opportunities off the bench with astonishing regularity.
However, since his move to Villa Park in January 2023, questions have been asked about the Colombian striker's temperament and impatience. Therefore, this is a story of a star in the making who needs to develop as a person before being ready to take centre stage.
From humble beginnings, a star emerges
Duran grew up in Zaragoza, a municipality of Antioquia. The modest mountainous town has a population of around 24,000 and is situated about 250km north of Medellin.
Duran travelled south to Medellin at age 11 to live with his grandad after Enviagdo FC invited him to join their academy. Duran stood out to the club's scouts for his electrifying pace and height and there had never been any doubt over his talent or undettered confidence.
After a challenging childhood with little money, Duran's life was about to change drastically - little did he know quite how much.
Despite a difficult adjustment period in Medellin, Duran soon became the latest emerging talent in Enviagdo's academy. The club has a reputation for producing and nurturing stars with names such as James Rodriguez and Juan Fernando Quintero also beginning their careers at the 'Cantera de Heroes' - the club slogan translates to the 'Academy of Heroes'.
Duran was developed into a forward by Envigado's youth coach Wilberth Perea Mena having previously played as a winger - a smart decision. Whilst Duran's pace might make it seem natural to play him out wide, all his other attributes pointed to a centre forward in the making.
Perera Mena played a key role in developing Duran into the player he is today whilst keeping him in check off the pitch. However, that wasn't always easy.
"Jhon was sometimes different. At times it was somewhat complicated, but I knew how to manage it", the youth coach told BBC Sport in September.
Duran remains a complicated character and his on-field outbursts do him no favours but Mena believes that once you get to know him, a different side shines through.
"Jhon is a noble, calm person and you have to get to know him a little more inside."
Such traits come from his hard-working and humble family who Duran remains close to and that grounding should hold its weight in gold as his reputation continues to soar.
After impressing in the academy, Duran was given his professional debut for 'El Equipo Naranja' (the Orange Team) at just 15. Not long after making his debut, Duran scored his first professional goal in a 3-3 draw against Agulias to become the second youngest goal scorer in Colombian first-division history.
It quickly became obvious that Duran was the real deal as he became a key player for Envigado before his time in his home country came to an end.
From Chicago to Birmingham: Duran's rapid rise
Duran caught the eye of Chicago Fire's technical director Sebastian Plezer during a game in Colombia's top flight and despite still being a raw talent, Plezer was impressed by his speed and aerial ability, so much so that by January 2021 Duran became the youngest international signing in MLS history. He would then spend a year on loan back at Envigado before turning 18.
As is custom for Duran, the striker endured a settling-in period in the first half of the opening campaign with Chicago but found his feet in the second half - scoring seven goals on his way to being the club's top goal scorer that campaign.
It was the second half of that campaign which caught the eye of clubs around Europe but it was new Aston Villa manager Unai Emery, who, above anyone else, saw Duran as a vital addition to his project.
Villa went all out to secure his services in January 2023 and they agreed on a deal of around £15m with a potential £3m in add-ons.
Whilst the Colombian's time in the MLS was brief, he certainly left his mark on Chicago and it is a testament to the impact he made at the club that his departure hit them so hard.
Onwards and upwards then for a player with the mentality, self-confidence and talent ready-made for the Premier League.
And it didn't take long to make his mark in England. A sublime volley 38 minutes into his second Premier League appearance against Manchester City cannoned off the crossbar. Villa lost the game 3-1 but Duran showed England a glimpse of what was to come.
Question marks over Duran's character
A period out of the limelight followed for Duran who has had to remain patient for his chances under Emery. The striker was limited to brief cameos for the rest of the 2022/23 season and large periods of the following campaign.
Unfortunately, Duran didn't take the lack of game time well. His immaturity, which has become an increasing concern, arose once again.
With Villa fans already frustrated by Duran unfollowing the club on social media, his decision to congratulate fellow Colombian Mayra Ramirez's move to Chelsea Women in January 2024 with three blue love hearts was perceived as a source of disrespect towards his employers.
When asked about Duran's behaviour, Emery described it as a 'youngster's mistake' but when those mistakes keep happening, red flags emerge.
Duran continued to tease an exit in the summer by crossing his arms to make an 'Irons' sign on Instagram live at a point when a move to West Ham looked on the cards.
The disrespectful and immature behaviour from someone yet to establish himself as a Premier League star was concerning to Aston Villa. Arrogance can be a good thing but it needs to be channelled in the right direction and Duran too often has failed to read the room.
One way to silence negative press is by talking on the pitch and thankfully for Duran's Villa career, he started doing just that at the end of the 2023/24 season and hasn't looked back since.
The 6′1″ striker scored a brilliant brace in a 12-minute cameo to rescue Villa a point late on against Liverpool in their final home game of last season, helping to earn a place in Colombia's Copa América squad.
Despite failing to get more than a brief cameo against Costa Rica at the Copa last summer, Duran started the ongoing Premier League season where he left off at the end of the 2023/24 campaign.
The Colombian netted the winning goal as a substitute against West Ham, Leicester and Everton in the Premier League and against German heavyweights Bayern Munich and RB Leipzig in the first half of this season's Champions League.
Some of those strikes have been amongst the best goals domestically and in Europe this season. Duran has answered questions about why he is so self-confident with absurdly instinctive finishing.
Despite the abundance of talent for all to see, moments of petulance have continued to halt Duran's rise.
The striker made our Champions League moment of the week for the wrong reasons after his Oscar-winning outburst when he was substituted against Bologna in October just two minutes after scoring.
And a recent straight red against Newcastle United (harsh or not) has left Villa without their super-sub at an important stage of the season.
These moments of ill-discipline will frustrate supporters and might make potential suitors think twice - a player's character is just as important to clubs as their talent in the modern game.
However, aside from those moments of peevishness, glimpses of quality have become regular moments of brilliance as Duran has turned himself into one of the hottest stars in the Premier League.
Aston Villa possess a world-class striker in the making.
Destined for greatness
According to people close to him as a child, Duran always preferred having a ball at his feet on the streets of Zaragoza or Medellin rather than a book in his hand. And his street football upbringing has come out on the pitch for Aston Villa this season on the grandest of stages.
That is what makes Duran so refreshing: the confidence he has to express himself on the pitch. There is a sense of excitement and anticipation around Villa Park whenever Duran comes off the bench because he is direct and fearless from the moment he is brought on.
The young forward has scored some scintillating goals from long range this season but it is no surprise. Duran possesses a magical left trigger and the confidence to attempt the ridiculous - a recipe for the spectacular.
If he matures and learns to wait for his chance then Duran can become a world-beater - the cocky Colombian has the talent and arrogance needed to succeed at the very top.
Whilst at times Duran might think Emery is holding back his development, the Villa manager has handled Duran perfectly. The only person who can really prevent his rise to the top of the game is the player himself.
Duran is destined for greatness and he holds all the cards over his future.