Prima facie the norms of natural-teleology conflict with norms of morality and rationality. Morality often rejects behaviours that can promote natural-success, and we can have reasons to act in ways that conflict with natural-imperatives. That’s a problem for Attributivism, which dictates that what one ought to do is exhausted in satisfying the standards of one’s kind, and thus that members of natural-kinds ought ultimately to do that which is naturally good. I argue that standard responses are inadequate. I argue further (...) however that the impression of conflict owes to a failure to appreciate the context-sensitivity and holistic interdependence of natural-norms. Natural-norms fluctuate relative to circumstance and to the needs of overall flourishing; once that’s clearly understood, not only does the impression of conflict between natural and moral/rational norms resolve, but we find Attributivism plausibly explains many rational/moral practices/intuitions. (shrink)