The article explores the difference between goal intentions ("I intend to achieve x") and implementation intentions ("I intend to perform goal-directed behavior y when I encounter situation z") and their impact on goal completion. It presents three studies showing that implementation intentions significantly increase the likelihood of completing difficult goals. In Study 1, participants with implementation intentions completed their goals three times more often than those without. In Study 2, participants who formed implementation intentions completed their goals more successfully than those who did not. In Study 3, implementation intentions facilitated the immediate initiation of goal-directed actions when the intended opportunity was encountered. The article discusses the role of self-regulation in goal pursuit, emphasizing the importance of overcoming obstacles in initiating goal-directed actions. It outlines the four action phases of goal pursuit: predecisional, preactional, actional, and postactional. The transition between these phases involves forming goal intentions and implementation intentions. Implementation intentions are seen as powerful self-regulatory tools that help overcome obstacles in initiating goal-directed actions. The article also discusses the differences between easy and difficult goals. Implementation intentions were more effective for difficult goals, as they helped overcome the challenges of initiating and sustaining goal-directed actions. For easy goals, the high completion rate was largely due to their simplicity, and implementation intentions had a minimal effect. The study suggests that implementation intentions are particularly effective for difficult goals, as they help overcome the obstacles associated with initiating and completing such goals. The article concludes that implementation intentions are a powerful self-regulatory strategy that enhances the success of goal pursuit, especially for difficult goals. It emphasizes the importance of forming implementation intentions to facilitate the initiation of goal-directed actions when the intended opportunity is encountered.The article explores the difference between goal intentions ("I intend to achieve x") and implementation intentions ("I intend to perform goal-directed behavior y when I encounter situation z") and their impact on goal completion. It presents three studies showing that implementation intentions significantly increase the likelihood of completing difficult goals. In Study 1, participants with implementation intentions completed their goals three times more often than those without. In Study 2, participants who formed implementation intentions completed their goals more successfully than those who did not. In Study 3, implementation intentions facilitated the immediate initiation of goal-directed actions when the intended opportunity was encountered. The article discusses the role of self-regulation in goal pursuit, emphasizing the importance of overcoming obstacles in initiating goal-directed actions. It outlines the four action phases of goal pursuit: predecisional, preactional, actional, and postactional. The transition between these phases involves forming goal intentions and implementation intentions. Implementation intentions are seen as powerful self-regulatory tools that help overcome obstacles in initiating goal-directed actions. The article also discusses the differences between easy and difficult goals. Implementation intentions were more effective for difficult goals, as they helped overcome the challenges of initiating and sustaining goal-directed actions. For easy goals, the high completion rate was largely due to their simplicity, and implementation intentions had a minimal effect. The study suggests that implementation intentions are particularly effective for difficult goals, as they help overcome the obstacles associated with initiating and completing such goals. The article concludes that implementation intentions are a powerful self-regulatory strategy that enhances the success of goal pursuit, especially for difficult goals. It emphasizes the importance of forming implementation intentions to facilitate the initiation of goal-directed actions when the intended opportunity is encountered.