Maxims are a source of our conduct

C. S. Peirce said [EP2:258] , "Whenever we set out to do anything we ‘go upon’, we base our conduct on facts already known."  He adds that our conduct can only rise from memory when our investigations have been "made and reduced to a memorial maxim.” 

Although I have operated, along with all manner of others, on this premise - our capacity to remember songs is obvious proof of such inner resources - it is heartening to find in Peirce this contention stated this way. 

Peirce seems to be saying that maxims are a source of our conduct. This spins out into the incredible influence of advertising jingles and the like
and the viral phenomena connected with the Internet.
The Slow as Molasses Press