Standard approaches to cognition emphasise structures (representations and rules) much more than processes, in part because this appears to be necessary to capture the normative features of cognition. However the resultant models are inflexible and face the problem of computational intractability. I argue that the ability of real world cognition to cope with complexity results from deep and subtle coupling between cognitive and non-cognitive processes. In order to capture this, theories of cognition must shift from a structural rule-defined conception of cognition to a thoroughgoing embedded process approach.