Geographers' discussions of normative issues oscillate between two poles: the exhortation of 'moral geography' and the descriptive detail of 'moral geographies'. Neither approach gives enough room for ordinarily normative dimensions of action. Recent philosophical discussions of the implicit normativity of practices, and ethnographic discussions of the ordinary, provide resources for developing more modest accounts of normativity and practical reasoning. The relevance to geography of recent re-evaluations of the place of reflection and thought in habitual action is illustrated with reference to the antinomies which shape debates about the ethics and efficacy of behaviour change initiatives. The potential for further developing these insights is explored with reference to the normative turn in contemporary social theory, which includes discussions of conventions, practices of justification, lay normativity, phronesis, recognition and orders of worth. The potential contribution of philosophies of action and intentionality and social theories of the normative for moving geography beyond the impasses of moral geography versus moral geographies depends on suspending an inherited wariness about the normative, which might be helped by thinking of this topic in more ordinary ways. The outlines of a programme for geographies of worth are considered.
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