The aim of the current work was to enhance the understanding of the relationship between goals and the self. More specifically, I wanted to achieve three things. First, I developed an implicit measure of self-activation (SA) based on response latencies to avoid the problems of traditional measures of self-activation (i.e., demand effects, self-presentation concerns). Therefore, two studies were conducted in which increased self-activation, induced by classic self-manipulations, was measured with a newly developed picture task. Thereby it was assumed that individuals would react faster to photographs of themselves when the self was activated than when it was not. Second, I aimed to demonstrate that there exists a close connection between personal goals and the self. Despite being inherent in several theories, this assumption has never been tested directly before. It was hypothesized that thinking about personal goals should activate the self, resulting in faster reactions in the newly developed measure of SA, i.e., quicker responses to the self-pictures. Third, it was investigated whether goals and the self are linked in a bidirectional fashion; according to the reported findings, it seems to be functional for individuals’ self-regulation and goal pursuit to develop such a link. To provide evidence for the bidirectionality of the relationship, it was hypothesized that in conditions of high SA, it should be more likely personal evaluations to be construed as goals; this goal activation should result in higher accessibility of goal-related knowledge, stronger approach motivational tendencies towards goal-related targets, and more goal-directed behavior. The obtained results endorse the applicability of the picture task as implicit method to measure increased SA and also corroborate the core hypothesis, namely that personal goals and the self are inherently connected and that they are linked in a bidirectional fashion.