 Why do speakers want to engage in implicature? The main reasons are the reasons speakers make statements: to communicate, express themselves, and record their thoughts. These goals may serve to cooperate with others, or to oppose them. What goals are served by implicating rather than saying something? One is verbal efficiency (Levinson 2000: 28–31; Camp 2006: 3; Wilson &amp; Sperber 2012: 62): through implicature we express two or more thoughts by uttering just one sentence. Another is to mislead without lying (Horn 2010: §4; 2017). People often wish others to believe things that are false, and not only in situations of conflict and competition. And they nearly always prefer misleading to  lying.[73]  The greater deniability of implicature, and the fact that it enables us to veil our intentions, are often motivating factors (Brown &amp; Levinson 1978: 137; Pinker 2007). We observed in  §10  how implicature promotes the goals of style and politeness.