Goals are an intensely studied concept in various research areas within psychology. They can be defined as cognitive representations of means-ends relations. The relative focus on the means or the ends (i.e., goal focus) can vary between persons and over time. Taking a lifespan perspective, we use the existing developmental, social-cognitive, and motivational literature to portray how goal focus might develop across the entire lifespan. For this purpose, we take findings on the perception of goal-directed behavior in infancy, the development of (self-)representations and goal pursuit in adolescence, and of goals across adulthood into account. We propose that goal focus changes across the lifespan due to age-related cognitive and motivational development, and that the relative impact of cognitive and motivational processes on goal focus varies across the lifespan. We conclude by integrating different approaches and findings from a lifespan perspective.