The problem of the action’s meaning for the agent that executes it constitutes a complicated matter in terms of a phenomenology of action. Our task in this paper is to analyze the acts of consciousness that contribute to the constitution of this meaning, underlying two shortcomings with which Alfred Schütz struggled: the teleocratic character of the action’s project and, respectively, the “radical or vulgar” pragmatism, which represents the ordinary frame of reference for a pragmatic theory of action. The solutions proposed by Schütz – the “praxial” aspect of the ongoing deed, the importance of imposed relevances and a different understanding of pragmatism – will be scrutinized using a short case study occasioned by some interesting remarks of the film director Wong Kar-wai regarding his way of making films without a proper project.