They look one way and row another.

The saying criticizes people whose visible attention, declared purpose, or public posture points in one direction while their efforts move toward a different goal. It highlights a misleading mismatch between what is shown and what is done.

It warns that appearances may not reliably reveal intention: rather than judging by where someone seems to be looking, notice the course their actions and choices produce. The words can also describe literal boating, but the figurative force rests on the contrast between apparent direction and actual movement.

Use it as a concise figurative criticism of conduct that signals one aim while advancing another, especially where behavior seems evasive or strategically misleading. In a boating context it may be read literally, so the intended contrast between display and action should be clear.