Learning Isn’t the Finish Line

There’s a lot of talk in our industry about learning.

Helping people learn new things. Acquire knowledge. Close a skills gap. Build new capabilities.

In turn, these help with overcoming a personal or organisational challenge, or achieving goals.

But the value of learning something isn’t in what’s remembered. It’s in what’s used.

Too often, we see programmes, courses, and initiatives that are deemed ‘job done’ when the delivery is wrapped up or the modules are ticked off. But in reality, the real learning starts when someone takes action.

Action is where transformation happens.

When someone does something differently – applies an insight, tests an idea, changes how they work – that’s when progress begins.

And crucially: that’s where the feedback is.

“This worked.”
“This didn’t.”
“This bit was harder than expected.”
“This surprised me.”

Feedback like that doesn’t come from the theory. It comes from the doing. And it turns knowledge into something far more valuable: understanding.

That’s why we design for action

This has become a core part of how we approach every client project: designing digital experiences that help people apply what they’ve learned.

A good example of this is our recent work with Durham Startups, an online hub aimed at early-stage business owners in the County Durham region.

The whole experience is structured around a clear startup journey. This isn’t just a list of things to read or watch, but a path to walk. This includes:

• Easy-to-use diagnostics that help founders focus their limited time and energy, and take action on the activities that are really going to make a difference.
• Bite-sized, relevant content that gives them the instructions and guidance they need to take the next step.
• Task lists to provide clear direction and promote progress and momentum.
• And everything is contextualised for their situation – not a generic audience – making it easier to implement and start doing.

So here’s something to consider:

Think about the last programme, course, or experience you developed. How much of it was focused on helping people learn new information vs taking action?

(If you’re struggling to know where to start, Cathy Moore’s Action Mapping technique is a great place to begin.)