A definition of flipped learning by the Flipped Learning Network identifies 'The Four Pillars of F-L-I-P[TM]'; Flexible learning environment, a change in Learning cultures, Intentional content, and the Professional educator. This case study concentrates on the 'I' and 'P', intentional content and the professional educator. Appreciative Inquiry is used to explore, from both a student and staff perspective, the following questions: when does learning and teaching start? what is our role in developing the online environment? what is the impact on our own academic practice in both the online and face-to-face learning environments? what is recognised and respected as 'teaching' and what is recognised as 'learning'? and by whom? This case study will offer some recommendations relating to intentional content and the role of a professional educator that could be interpreted into most flexible learning approaches concluding with a model for a different mind-set for developing the online environment.