Chapter 3 opens by asking readers to recall a problematic conversation like an argument. It reviews what the language sciences have learned about what people expect when going into conversations, what makes conversations go horribly wrong, and what makes them run beautifully. The chapter emphasizes four principles of a successful conversation: The Maxim of Quality is described as a rule to tell the truth. This rule relates to people’s conversational expectations, as well as to our credibility as experts. The Maxim of Quantity is described as a rule to say as much as you need to but not more. This rule relates to respect because adjusting how much we share to what our listeners already know requires finding out about them. The Maxim of Relevance is described as a rule to stick to the point. This also relates to respect because adjusting what we share to what our listeners want to know also requires finding out about them. The Maxim of Manner is described as a rule to be clear. This relates to both style and substance, again emphasizing adjustments for our audiences. This chapter’s Worked Example shows how an airport staff morale problem stemmed from violated maxims.