Performing an inference involves irreducibly dynamic cognitive procedures. The article proposes that a non-associative information frame, corresponding to a residuated pogroupoid, underpins the information structure involved. The argument proceeds by expounding the informational turn in logic, before outlining the cognitive actions at work in deductive inference. The structural rules of Weakening, Contraction, Commutation, and Association are rejected on the grounds that they cause us to lose track of the information flow in inferential procedures. By taking the operation of information application (...) as the primary operation, the fusion connective is retained, with commutative failure generating a double implication. The other connectives are rejected. (shrink)