IMS Learning Design provides a counter to the trend towards designing for lone-learners reading from screens. It guides staff and educational developers to start not with content, but with learning activities and the achievement of learning objectives. It recognises that learning can happen without learning objects, that learning is different from content consumption and that learning comes from being active. It recognises, too, that learning happens when learners cooperate to solve problems in social and work situations. In all this, it stresses that focus should fall on the learning in eLearning.