This document outlines the original aims and approach of the LIN-R project, which sought to apply social networking and web 2.0 technologies to vocational higher education pedagogy using learner-owned technologies. The project targeted learners and teachers in creative industries who were assumed to be tech-savvy. Key findings included that the parallels between learning and web 2.0 activities were overestimated, and that assumptions about learning and teaching were often unreflected. Implementing radical innovations systematically created challenges, and creating a "strong" personalized learning environment required shifts across many interconnected areas.