Abstract This article proposes retrospective narrative justifications combined with classical concepts of habit formation as a theory of ethics appropriate for practicing technical communicators. To explicate the theory, the article draws on Alasdair Maclntyre's ethical theory, which involves habit formation and narrative theory; on apologia and account-giving theory; and on traditional ethical stances, such as the teleological and deontological doctrines. Special attention is given to the ends-means relationship and the tension between individual and corporate identity in technical communication environments.