Abstract Normative and cognitive-linguistic accounts of linguistic meaning are often portrayed and conceived as mutually exclusive alternatives. This dichotomy stems from an insufficient understanding of what the phenomenological accessibility of meaning and usage-basedness of language entail. Namely, the theoretical premises of Cognitive Linguistics actually presuppose socially grounded, normative linguistic meanings. The question remains, what kind of entities normative meanings are like. The present chapter makes a case for construal, linguistic perspective-taking usually analyzed as a conceptual phenomenon, as a normative facet of meaning. Analysis presented here suggests that construal emerges as an inherent property of linguistic expressions via conventionalization of intentionality. This analysis does not only expand the area of linguistic normativity but also points to the integral relation between linguistic norms and intentionality.