The first generation of WFD River Basin Management Plans is now available. This is a formidable achievement and a great step towards addressing Europe's deteriorated river systems. However, plans are only words: only the actual implementation of the selected measures will result in achievement of good ecological and chemical status. The WFD Lille 2010 Conference pointed out that a lot of new, but so far unused scientific knowledge is available to improve the effectiveness of selected measures or to inspire the introduction of complementary measures. Furthermore, the complexity in terms of the functioning of the water system, its interaction with the socio-economic system and the uncertain consequences of climate change, urges a 'learning-by-doing' approach. This approach should be applied in well-designed, -coordinated and -monitored learning catchments.