For learning about how speculative design can transition from an academic, art exercise to a constructive, provocative tool for affecting strategic direction. (In other words, avoiding using speculative design to produce a bunch of design wank that gets drooled over but never poses any difficult questions).
The manifesto also suggests a questioning of what design is for, what the values of ‘good’ or ‘better’ are when we use these tools for ‘improvement.’ Is ‘better’ more profit? More engagement? More experience? Or is ‘better’ less engagement? Would it actually be better for a person to engage less with your service – to stream less music, to watch less television, to access less information? When using speculative design to ‘improve’ services or products the implicit belief is usually that ‘better’ is equivalent to ‘more.’ Consequently speculative design simply serves to reinforce existing design tendencies rather than question them.