For any individual who does instructional design, the challenge falls in the process and the nuances of the process. With the proliferation of online education, the process calls for dynamic and speedy steps because often there is not enough time or resources to waste. However, this type of design process tends to focus more on the teaching than on the learning. The focus on teaching is how content is presented, rather than on how the course design achieves flow for the individual learner. Roderick Sims introduces in his book, Design Alchemy: Transforming the Way We Think About Learning and Teaching, the concept of design for learning—a way for designers to "conceptualize the development process from the learner's perspective rather than that of the content or the teacher." This concept makes the focus on the learning rather on the teacher or content.