Normative? → Descriptive? → Kinda both? Two connected senses of normative: → you should decide this way / ‘obligation to shareholders’ / ‘national interest’ → if you don’t decide this way we don’t really understand what you’re doing (Davidson, ; Dennett, ; Quine, ) Descriptively, consider stated vs ‘revealed’ beliefs and utility/loss functions → Religious beliefs and consumption behaviour → Company strategy statements vs actions