ABSTRACTH. P. Grice seemed to rest his theory of conversational implicature on the assumption that speakers aim to cooperatively exchange information with each other. In the real world, speakers often don't. Does one of the most influential theories in 20th‐century philosophy of language rest on a mistake? Yes—but not in the way that philosophers have thought. I argue that Grice should have rested his theory on a different assumption: that speakers aim to appear to aim to cooperatively exchange information with each other. This proposal dissolves Grice's Non‐Cooperation Problem but preserves Grice's central insights about the nature of conversational implicatures. More generally, it enables the Gricean to illuminate the structure of many non‐cooperative or otherwise “non‐ideal” conversations.