The aim of this chapter is to present norm criticism as theory and practice in career guidance. Norm criticism draws upon critical feminist and queer theories that challenge assumptions of how we are to live our lives regarding career as well as those of femininity, masculinity, sexuality and so forth. These theories are used to discuss and problematise what is taken for granted in career guidance theory and practice from the perspective of social justice in a neoliberal society. The chapter examines how norm criticism can be a way to bridge the reproduction of norms in a career guidance context and as a way for professionals to visualise and challenge their own and others’ perceptions and normative ideas. It also discusses how the method can be used to challenge educational and vocational choices based on gender and social background and visualise unjust institutional practices as well as any unjust distribution of resources. Finally, discourses embedded within career guidance are discussed from a norm-critical perspective.