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My aim in this paper is to develop a model of the coordinative function of language conventions and, next, use it to account for the normative aspect of illocutionary practice. After discussing the current state of the philosophical debate on the nature of speech acts, I present an interactional account of illocutionary practice (Witek 2015a), which results from integrating Ruth G. Millikan’s (1998; 2005) biological model of language conventions within the framework of Austin’s (1975) theory of speech acts. Next, I elaborate on Millikan’s idea that the proper function of illocutionary conventions is coordinative and put forth a hypothesis according to which conventional patterns of linguistic interaction have been selected for the roles they play in producing and maintaining mental coordination between interacting agents. Finally, I use the resulting model of coordination to develop a naturalistic account of the so-called sincerity norms. Focusing my analysis on assertions and directives, I argue that the normative character of sincerity rules can be accounted for in terms of Normal conditions for proper functioning of speech acts understood as cooperative intentional signs in Millikan’s (2004) sense; I also discuss the possibility of providing a naturalistic account of the normative effects of illocutionary acts.