Gibbard argues that ‘meaning is normative’. He explains the claim with an account of the normative which bases it on the process of planning, taken in part as issuing instructions to oneself. It seems to entail that the right kind of plans make norms. One ought to continue adding with plus rather than quus in a Kripkenstein horror story. I focus on Gibbard’s characterization of normativity: it is not what one might expect. The main purpose of this review article is to present the way of understanding normativity that makes most sense of what he says, and which makes some otherwise implausible assertions defensible and perhaps even true. I give reasons for thinking that Gibbard’s understanding of normativity-through-plans cannot do the work he wants it to. I also argue that he is onto something right, and it opens interesting new questions.