After going to the brink of nuclear war in the Cuban Missile Crisis, in 1962 President Kennedy and Premier Khrushchev resolved the crisis by establishing an ambiguous ‘Understanding’, the terms of which were never publicly signed or ratified. In the absence of an explicit agreement in 1962, over the next 20 years the United States and the Soviet Union continued to compete over Cuba by seeking to portray revisionist behaviour as consistent or in concordance with the ’62 Understanding. I argue that this interaction is indicative of rhetorical-oriented conception of norms. Against constructivist approaches that focus on social identity and contractual institutionalist literature that focuses on focal points and convergent expectations, this approach emphasizes how states use norms to compete under circumscribed conditions. Under this perspective, norms are organic entities, which like the concept of judicial review, evolve in meaning in conjunction with their practical use.