Based on the identification of the discourse of choice in debates on neoliberalism, meritocracy and post-feminism, this article analyses how highly educated mothers position themselves within the discourse of choice and use choice as their discursive resource when reflecting on how their demanding careers combine with motherhood. The data come from 26 interviews with mothers employed in research and innovation in Finland. The analysis reveals five ways in which the mothers positioned themselves within the discourse of choice. It appears these ways are all based on, and produce, the moral primacy of individual self-governance. We treat this as a demonstration of how neoliberalism is internalized and lived. Furthermore, the results show that an egalitarian welfare society whose policies support work–childcare reconciliation does not remove the need to use the individualistic discourse of choice. We suggest that this could be changed by voicing the challenges it poses to many women.