Norms in the Latin west, and the sources they drew upon, were surprisingly consistent: those in power were supposed to be just, pious, generous, humble and valiant; they were to protect the defenceless and heed advice from wise and prudent men; so said the Bible, the Church Fathers, authors of classical antiquity and a body of medieval writers. For real insight into medieval thinking about power, we should look at the debates around these norms and their interpretation, and who had the resources and capabilities to engage in these debates. Surplus resources and widening literacy helped new social groups to emerge, challenging traditional clerical elites and adapting, appropriating and ultimately transformed existing discourses. Social and linguistic diversification, shifts in how a realm was defined, and the emergence of new actors and audiences – all affected how power was conceived. This diversity led to a multiplicity of opinions on how shared norms were constructed and interpreted. An inherent flexibility and elusiveness, along with the vigorous and even violent debates they engendered, define the norms and values of power in the Latin west.