We investigated the impact of subconscious goals on academic performance in two field experiments. We show that unobtrusive priming of goals with regard to achievement motivation by means of a photograph improves performance in different educational contexts. High-school students who were exposed to an achievement-related photograph achieved higher grades than students in two control conditions. This effect was not affected by students' prior performance. University students exposed to a photograph representing a specific, difficult goal reached even higher performance than students taking the exam with a general achievement photograph. For practice, subconscious goals may form a powerful, cost-effective tool to enhance academic performance. However, varying results across the experiments also prompt the need for further investigations of such effects.