Speculative design work is an attempt to force inspiration without the benefit of experience. None of the designers are allowed the opportunity to get to know you and your business. They aren’t allowed the time to examine your market and industry. They simply lack the necessary data too allow them to make good, informed decisions about your marketing.
The result is that the designers are forced to develop ideas based upon their own personal experiences and preconceptions about you and your company. Without any research, or discussions with you to guide them, their ideas become less about substance and more about style.
via NO!SPEC » Why Speculation Hurts.
