Just do What?

Selections from my upcoming book,  The Myth of ‘Just do it’:


From Chapter 2:

Presumably when Nike used the phrase “just do it” in their advertising campaign, it was intended to mean something like, “Stop procrastinating, get off your posterior, and get the job done.” Interpreted as such, I’m in favor of “just do it.” However, the sense of “just do it” I question is the idea that expert action, at its best, proceeds without a significant amount of thought, attention or effort, or as Jazz musicians sometimes say, “when you’re thinking, you’re stinking.” As we saw in the last chapter, this view is embraced in various forms by philosophers, psychologists, journalists and others. And it is this view that I think is a myth.  (→ to Chapter 2)

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