In this paper I explore the pragmatic phenomenon of Steering Thrust, and specifically how speakers steer others to action and the mechanism that underpins how they so steer. In addition to opening the door to a rich pragmatic domain, understanding the pragmatics of various locutions and assertions in deliberative action-oriented contexts resolves the puzzle of bank-type cases by a pragmatic treatment of the puzzle, and undermines the motivation to seek a semantic remedy, such as via Pragmatic Encroachment. When speakers steer (...) others to action, they transmit ‘steering thrust’ to the actor. Steering-Thrust is a non-linguistic phenomenon, although it’s generated by the speaker’s assertion: it is a gradable pressure, or a ‘push’, or a mild nudge. The Steering mechanism is ‘on’ when certain norms are operative in the context, primarily instrumental norms, which is the case when the context is deliberative with, typically, in core cases, a decision on an action on the agenda. In such cases, various locutions modify the degree of Steering Thrust transmitted by a speaker in making an assertion. ‘I know that p’, in addition to its semantic profile, has a distinctive pragmatic/action-directed profile. In particular, a mere assertion in such a context normally carries Steering Thrust. Adding the prefix ‘I know that …’ intensifies further the Steering Thrust transmitted to the actor. Steering Thrust can be ‘pro’ or ‘con’—steering towards a certain action, or away from an action. The prefix ‘I know that …’ is a main locution for transmitting pro Steering Thrust. It’s denial, e.g., ‘Now I don’t know that p’, is a main locution for transmitting con Steering Thrust—away from a certain action. Action-Directed Pragmatics focuses on pragmatic contents transmitted in deliberative contexts. Asserting a simple utterance functions in such contexts as conveying pro steering thrust. In such contexts, the main operative norms, in addition to semantic/epistemic norms, are instrumental norms. Asserting Knowledge denials employs literal semantic content in order to convey pragmatic, action-directed content—steering the actor away from the action under consideration. Asserting a Knowledge Ascription conveys a stronger Steering Thrust towards an action. In Action-Directed cases, it is the Action-Directed content of the assertion of a denial of a Knowledge Ascription that is the conveyed content, with a con steering thrust—steering the actor away from the action invoked by asserting that p. This pragmatic perspective enables the resolution of bank-type puzzles: Asserting the denial of the knowledge ascription conveys its pragmatic, action-directed content rather than its literal content. Hence, in such cases, it’s a mistake to invoke and employ the ‘intuitive usage’ of the Knowledge Ascription as providing semantic evidence—here, regarding the semantics of ‘know’, since this literal content has not been conveyed by the action-directed assertion token. The intuitive sayability of the denial of the pertinent knowledge-ascription in such cases is due to the recognition by competent speakers that its pragmatic, action-directed, content is what is being conveyed in the deliberative, ‘action-pregnant’, context. Saying it strikes one as ‘intuitive’ since what’s conveyed is consteering-to-action by the speaker, which is the function that her saying it performs; and further, saying it steers to non-action that, the reader feels, is the ‘right’ action to take. (shrink)