The present paper features a novel approach to motivation and self-regulation couched in conceptual terms of goal systems theory (Kruglanski et al., 2002). Goal systems theory adopts a cognitive view of motivation and highlights the interrelations of goals and means. The cognitive aspects of the theory have to do with the architecture of cognitions, and the finality of cognitive resources. The motivational aspects of the theory relate to the relation of the goal/means constructs to the dynamics of action and the affective phenomena that accompany goal pursuit. A goal systemic analysis not only affords a better understanding of classic self-regulatory phenomena, but also offers new insights into various psychological problems such as choice and judgment.