Can normative words like 'good', 'ought', and 'reason' be defined in entirely non-normative terms? This book argues that they can, advancing an end-relational theory of the meaning of this language as providing the best explanation of the many different ways it is ordinarily used. Whereas it is widely maintained that relational theories cannot account for the special features of moral and deliberative uses of these words, this book argues that the end-relational theory accommodates these features systematically on the basis of a single fundamental principle of conversational pragmatics.