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In its “just-do-it” advertising campaign, Nike presumably used the phrase 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, when interpreted as “experts perform best when not thinking about what they are doing,” the idea of just-do-it is a myth.

Barbara Gail Montero, The Myth of ‘Just Do It’

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