Ever since John Perry's developments in the late 70s, it is customary among philosophers to take de se contents as essentially tied to the explanation of action. The target explanation appeals to a subject-specific notion of de se content capable of capturing behavioural differences in central cases. But a subject-specific de se content leads us, I argue, to a subject-specific notion of intentional action that prevents basic forms of generalisation. Although this might be seen as a welcome revision of our (...) pre-theoretical conceptions, I propose, instead, a strategy to circumvent this rather unexpected result: to reject subject-specific de se contents in favour of subject-specific ways of thinking that do not enter into the content of one's attitudes. (shrink)