This is not to say that the cognition-in-action principle implies that there is no unconscious thought in expert action. It allows for unconscious thought. However, the principle concerns the more controversial position that experts think consciously as well. In contrast, I formulate just-do-it to encompass both conscious and unconscious processing since there are some who see expert action as entirely “nonminded,” and I want the unrestricted principle to encompass even this extreme view.
