Natural scientists agree that energy is one of the most fundamental pre-requisites of life, and that none of life’s functions, from the minutely molecular to the vastly molar can be performed without a source of energy. The concept of energy is also quite popular in everyday discourse and one often hears references to “feeling energized”, “lacking energy” or trying to boost it through imbibing various “energy drinks.” It is somewhat surprising, therefore, that the science of psychology paid the concept of energy rather scant attention. In this talk, I will describe our attempt at taking energy seriously and incorporating it as a central element in our theory of motivated cognition. I will discuss how the present theory integrates prior notions (e.g. dual systems theories) and how it affords new insights into fundamental psychological phenomena (such as wishful thinking).