Conversation protocols are used to achieve certain goals or to bring about certain states in the world. Therefore, one may identify the landmarks or the states that must be brought about during the goal-directed execution of a protocol. Accordingly, the landmarks, characterized by propositions that are true in the state represented by that landmark, are the most important aspect of a protocol. Families of conversation protocols can be expressed formally as partially ordered landmarks after the landmarks necessary to achieve a goal have been identified. Concrete protocols represented as joint action expressions can, then, be derived from the partially ordered landmarks and executed directly by joint intention interpreters. This approach of applying Joint Intention theory to protocols also supports flexibility in the actions used to get to landmarks, shortcutting protocol execution, automatic exception handling, and correctness criterion for protocols and protocol compositions.