I do not myself project something; that is the way one talks, but it is not true. The fact is that I suddenly find myself in the situation of projecting, and when I have seen that it was a projection I can begin to talk about it, but not before.
Von Franz argues that projection is not a willed act but an autonomous psychic event recognized only retrospectively, a phenomenological precision that distinguishes Jungian usage from naive introspective models.
, Alchemy: An Introduction to the Symbolism and the Psychology, 1980thesis