This paper presents a strategic approach taken by a research-led institution to rebalance its mission and to recognise and reward staff engaged in research, learning and teaching or community engagement equally. The focus is on the learning and teaching aspects of the strategy and the decision to emphasise the importance of innovation in terms of permission to innovate, support for innovation and senior-management agreement and resources for innovation. At the centre of the plan is the establishment of a centre for learning, innovation and professional practice. The new strategic plan of which this is a part aims to create an inspirational learning community for all staff and students by 2012.