THE COYOTE SYNDROME

Who has never found themselves chasing something that always seems to be one step ahead, like the Coyote chasing the Road Runner? Created by Chuck Jones and Michael Maltese, the animated series Road Runner debuted in 1949 and became a pop culture icon. The premise is simple: the hungry Coyote, Wile E. Coyote, uses all his creativity and the outlandish products from ACME to capture the clever Road Runner. However, his attempts fail miserably, and he ends up always falling victim to his own traps.

Despite being the predator, the Coyote gains the sympathy of the audience—perhaps because, in his frustrated persistence, we see a reflection of ourselves.

Now, think: how many times have you given your all, poured every ounce of effort, and still felt like the goal was slipping through your fingers? This constant sense of pursuit, of never reaching what you so desperately want, is familiar to many of us. But what if the problem isn’t the speed with which we run, but the target we choose to chase?

The Coyote Syndrome is a powerful metaphor for this behavior. Driven by the desire to reach something, the Coyote blindly focuses on his target. He believes that with more speed and effort, he will achieve his goal—but he is always one step behind. Meanwhile, the Road Runner, with its cunning and strategy, easily escapes. The real advantage, after all, isn’t just in desire or effort, but in reflection and adaptation.

The truth is, often we become exactly like the Coyote. We chase goals that, deep down, aren’t the most suitable for us. We pursue what we’ve been told is “ideal,” without questioning if it really makes sense. Worse: we ignore valuable opportunities that are already within our reach.

Let me give you an example: imagine a professional who, after years of dedication to their career in sales, finds themselves pressured by ever-increasing targets. They continue to believe that the harder they work, the closer they will get to the reward—a promotion, a bonus, the recognition of their leadership. Yet, despite all the effort, they feel exhausted, frustrated, and disconnected. They don’t realize that there is a world beyond what they’ve created: perhaps a career change, a new approach, or a better balance between personal and professional life. They are the Coyote, chasing the Road Runner, never reaching the goal.

True transformation begins when we allow ourselves to see beyond the race. Instead of blindly following what has been imposed on us or believing that there is only one path, one single “why,” we can give ourselves the chance to question, rethink, and realign our expectations.

How many times, in the pursuit of a single goal, have we overlooked other opportunities that arise around us? Whether in the professional field, where we chase a promotion that may not bring the satisfaction we expect, or in our personal lives, where we fixate on an ideal that may be far from our true happiness.

In this article, we will explore the Coyote Syndrome as a metaphor for our incessant search for an ideal—and how this obsession distances us from what really matters: balance, clarity, and the awareness of the true opportunities that are within our reach. We will examine this reward logic, from behavioral psychology to the impact of the digital age, where the culture of productivity and social media makes us even more vulnerable to this trap.

And, perhaps, by the end, we may finally be able to answer: are we chasing the impossible or just too distracted to see the opportunities that have always been right in front of us?

Chasing the Impossible – An Existential Pursuit

In our relentless pursuit of goals, we find ourselves trapped in a fundamental paradox: we desire what we lack, without realizing that the pursuit itself may be a prison. What if we’re running, not because we want to, but because we’ve been conditioned to believe that there is no alternative?

Jean-Paul Sartre, in Being and Nothingness, argues that human beings are “condemned to be free.” There is no pre-written script; we are forced to choose at every moment, and each choice redefines us. But this freedom comes with a weight. To escape the anguish of deciding, many people fall into “bad faith”—a self-deception that leads them to hide behind social roles and pre-fabricated narratives, avoiding the discomfort of questioning whether what they are pursuing makes sense.

And then we enter the territory of the Coyote. This character, forever condemned to chase the unattainable Road Runner, is the personification of bad faith. He runs not because he truly desires, but because the construction of his existential reality has been reduced to this pursuit. What would happen if he stopped? Who would he be without this race? These questions, uncomfortable for the Coyote, are equally disturbing for us.

Behavioral psychology deepens this reflection: our behavior is not merely the result of conscious decisions, but of patterns shaped over time. We are the result of our experiences, cognitive reinforcements, conditioning, and internalized beliefs that cause us to confuse habit with will. It is no coincidence that we insist on thinking we are in control, but often we follow invisible paths, laid long before we were conscious of them.

Here enters Simone de Beauvoir. While Sartre argues that we are free and can reinvent ourselves at every moment, Beauvoir reminds us that this freedom is not lived equally. We do not exist in a vacuum—we are shaped by the world in which we are embedded. In The Second Sex, she exposes how women, from an early age, are conditioned to accept predetermined social roles, believing their choices are authentic, when, in reality, they have already been shaped by a system that restricts their possibilities. Beauvoir does not deny freedom, but she highlights that the field of choices is never neutral. There are forces that encourage certain paths and obscure others.

And this brings us to a crucial question: What if the Coyote’s race is not just an individual illusion, but a reflection of an unconscious molded to believe that this is the only possible path? If freedom exists, but has been taught within invisible limits, can we still call it freedom?

The answer lies in becoming aware. When we see the mechanisms that condition us, we can interrupt the cycle. True freedom does not lie in the blind pursuit of a goal, but in the courage to stop, reflect, and question:

Are you running because you want to or because you were taught that this is the only option?

The Challenge of True Authenticity

Before answering the question left hanging, I want to pose another challenge: What does it truly mean to be authentic? In the fast-paced world we live in, authenticity is often confused with the mere reaffirmation of imposed identities or the relentless pursuit of ideals that don’t belong to us. Like the Coyote, we chase something that will never be ours. But does this race reflect who we really are?

Herbert Marcuse, in One-Dimensional Man, warns of the danger of becoming prisoners of manufactured desires, believing we are free when, in reality, we are following a pre-defined script. Being authentic is not simply acting according to what one desires, but recognizing where those desires come from. How many times do we believe we are choosing, when in reality, we are merely reproducing what we have been conditioned to?

Are we truly authentic or merely echoing what we were told to be?

How many times have we followed a career, a lifestyle, or even political opinions believing them to be authentic, when, in fact, they are just reflections of the environment in which we were molded? The desire for professional success, for instance, is it really ours, or has it been conditioned by a culture that links personal value to productivity?

Being authentic is living aligned with our essence, not just with circumstances or conditioning. This doesn’t mean simply “doing what one wants”—for, often, our desires are not truly ours.

Authenticity requires self-awareness and courage. First, to recognize which thoughts, choices, and behaviors reflect who we are, and which are merely automatic responses to the expectations of others. Then, to act in accordance with that truth, even when it means going against norms, disappointing standards, or facing discomfort.

Authenticity is not about being “original” or “unique” in a superficial way. It is about being consistent with oneself, even if that means challenging our worldview and constantly reassessing our beliefs.

However, for this quest for authenticity to be genuine, it must go beyond the idea of a fixed and finished identity. True authenticity is, in many ways, a dynamic and ongoing process. This brings us to the thinking of existentialist philosophers, who argue that the essence of a human being is not predetermined but is constructed through the choices and actions we make throughout life. However, for this to happen, there is an emerging need to first exist. In other words, it is we who give ourselves meaning through our capacity to reflect and decide who or what we want to be, which places authenticity as a continuous primary achievement, not a fixed state.

If authenticity were a matter of simply “being unique,” of adhering to a static and immutable identity, then we would be trapped in a superficial concept of who we are. The idea of “being original” would become a trap, where, in the attempt to appear distinct or innovative, we end up moving away from what is truly ours. As Michel Foucault rightly pointed out, identity construction is deeply influenced by social and cultural forces, and true freedom lies in the ability to deconstruct these external influences to reach what is essential, but always within the context of our interactions with the world.

True authenticity requires the constant exercise of looking inward and questioning the external conventions that shape us, sometimes breaking them. By challenging our worldview and revisiting our beliefs, we can find a truer version of ourselves. This process is not easy and requires courage to confront our own vulnerability and the uncertainties that arise when we free ourselves from pre-established certainties. As Socrates said, “An unexamined life is not worth living.” The continuous movement of reassessing our beliefs and values, of rethinking the way we act, is what brings us closer to authenticity – a state not of stability, but of constant transformation and discovery.

But beware! The great trap is that we often think we are being authentic when, in fact, we are merely reaffirming an identity created by the environment in which we grew up. So, the most powerful question is not, “Am I being true to myself?” but rather:

“Where does the idea I have about who I am come from?”

Because, if this idea is not yours, perhaps your authenticity is yet to be discovered.

Therefore, true authenticity requires courage to question whether the goals we pursue are truly ours or merely an illusion sustained by the fear of change. The Coyote never asks if there is another way. But what about us? Will we have the audacity to stop and reflect, or will we continue trapped in the illusion of seeking the unattainable?

The Spiral of Frustrated Action

We have reached the point where the relentless pursuit of external goals transforms into a vicious cycle, what we call the Spiral of Frustrated Action. This spiral is not just a frantic chase for external goals but an illusion that keeps us in constant motion, without ever achieving what we truly seek: genuine satisfaction.

In our daily lives, it is easy to be swept along by social and cultural expectations—often imposed, other times internalized over time. The Coyote, as already discussed, runs in circles without realizing that it will never catch the Road Runner. And what about us? How many times do we find ourselves running after something undefined, without really questioning why we are running? This dynamic reflects a life focused on external expectations, far from our essence.

This relentless pursuit keeps us moving, but the feeling of emptiness never dissipates. As Heidegger warns, many of us live our lives “being towards death”—that is, pursuing goals that do not meet our deepest desires. When we reach a goal, we quickly fall into the trap of the next one, believing that it will bring the longed-for fulfillment. But instead, frustration intensifies because the achievement never fills us.

Imagine an executive who, after years of effort, achieves the long-sought leadership position. However, when he gets there, he faces a deep emptiness. What he was truly seeking was not the position itself, but recognition, power, or the sense of having “arrived.” When that feeling does not materialize, he finds himself trapped in a frustrating cycle, searching for new goals without realizing that true fulfillment is not in the next position or achievement, but within himself.

The Spiral of Frustrated Action is fueled by the illusion that, upon reaching a certain goal, we will finally find happiness. However, as Schopenhauer observed, “Life oscillates like a pendulum between suffering and boredom.” When we are seeking something, we suffer from the lack of it; when we achieve it, we find ourselves in boredom because the conquest does not fill the emptiness we thought it would.

This phenomenon is particularly evident in performance-oriented societies, where a person’s value is often measured by their external achievements. How many of us have said, “When I achieve X, I will be happy”? The problem is that, upon achieving X, Y soon emerges, then Z, and so we continue in an endless sequence of unfulfilled desires.

The Spiral of Frustrated Action does not arise by chance. It is fueled by social conditioning that teaches us to value external goals—status, wealth, recognition—at the expense of internal fulfillment, where our true desires lie. From an early age, we are taught to seek success and live for desire, but we are rarely shown what it really means to be truly fulfilled by our deepest yearnings!

Simone de Beauvoir also pointed out how social expectations shape our choices, often leading us away from our authenticity. The executive, for example, may have been conditioned to believe that professional success is the key to happiness, without ever questioning whether that is truly his aspiration.

So, how do we break this spiral? The answer lies in self-awareness and redefining our values. We need to stop and reflect on what really matters to us, instead of blindly following imposed expectations. This requires courage to question our beliefs and acknowledge that many of the goals we pursue are not ours, but rather products of social conditioning.

Instead of chasing the next position, the executive could ask: “What really brings me satisfaction? What do I value beyond professional success?” Perhaps he will discover that what he truly desires is more time with family, a more balanced life, or dedicating himself to a hobby that he has always neglected.

Another crucial aspect to breaking the spiral is learning to value the present. We are so focused on the future—the next goal, the next achievement—that we forget to live in the now. As the Stoic Seneca said, “Life is long, if you know how to use it.” True fulfillment is not in what we will achieve tomorrow, but in what we can live and appreciate today.

The Spiral of Frustrated Action keeps us trapped in a relentless search for something that never fills us. To break this cycle, we need to stop, reflect, and ask: “What truly matters to me? Am I pursuing goals that reflect my essence, or simply following a pre-defined script?”

I don’t want to be tedious, but it’s worth reminding that the Coyote never stops to question whether there is another path. But we, human beings, have the capacity to reflect and make choices. True liberation begins when we recognize that genuine satisfaction is not in the next goal, but in the process of living authentically and aligned with our deepest values.

The Blame Is Not on Your Conscience!

I know it sounds somewhat paradoxical, but I can clearly say that Frustrated Action is trapped in the immediate reward trap. We live in a society that values quick and tangible results, where constant effort is rewarded with small doses of momentary satisfaction. However, as the Coyote repeatedly discovers, these rewards are illusory. He may even keep ordering new products from ACME, but none of them will help him catch the Road Runner.

This dynamic reflects in our lives. How many times do we feel rewarded by a like on social media, a promotion at work, or the acquisition of a new material possession, only to discover that the satisfaction is short-lived? These immediate rewards keep us trapped in the spiral, always seeking the next dose of gratification without ever achieving lasting fulfillment.

From the neuroscience perspective, the relentless pursuit of a goal — known as “reward-oriented motivation” — activates areas of the brain such as the nucleus accumbens and the prefrontal cortex, responsible for pleasure and decision-making. These areas are essential for our sense of gratification, but what happens when the goals we set are not only challenging but unrealistic or unattainable? Neuroscientist Sarah-Jayne Blakemore explains that when expectations are repeatedly frustrated, the brain enters a cycle of chronic stress and burnout. This process places us in a spiral of frustration that, in the long term, diminishes our ability to make effective decisions and even experience genuine pleasure.

Again: The Coyote, in his relentless pursuit of the Road Runner, never stops to question the reason for his chase. He does not reflect on the meaning of his pursuit — he simply runs, driven by a need he does not even understand. And we? How many times do we find ourselves in a similar situation, running after something without stopping to ask: “Why am I doing this? What does this really mean to me?”

Deep down, the blame is not on your conscience, but on the way your brain, conditioned by external expectations and internal patterns of failure, interprets what “success” is. If the brain believes that the goal will always be ahead, it’s like a distant horizon — never accessible, but always desired. To break free from this cycle, it’s necessary to do more than simply redefine goals. We need to reassess the decision-making process and ask: are we pursuing what truly satisfies us, or are we just clinging to a distorted vision of success?

The Importance of “Detachment”

If we turn our attention to Eastern wisdom, we find the concept of detachment — a central teaching in the Bhagavad Gita and Zen Buddhism practices. The fundamental idea here is that human suffering arises from obsessive fixation on results and external rewards. Detachment, in its purest form, teaches us to act without rigid expectations of a specific or predictable outcome. Instead of focusing all his energy on the “Road Runner,” the Coyote could perhaps redirect his attention to better understand the dynamics of the environment around him. By doing so, he would become more self-sufficient, wise in his choices and strategies. The concept of “letting go,” present in these philosophies, could be the key to true liberation for the Coyote — and, by extension, for us. Detachment, far from being an attitude of resignation, is a movement of self-sufficiency, where we find freedom by no longer being slaves to an external ideal, but instead being connected to the experience of the present moment.

The Loss of Balance in the Contemporary World

I can’t talk about the Coyote without addressing the contemporary world. In an increasingly immediate and digitized context, technology amplifies this constant dissatisfaction. FOMO (Fear of Missing Out) and the pressure from social media create an environment where we are always chasing something — a like, validation, a new opportunity — without realizing that we are already surrounded by the answers we seek. Philosopher Byung-Chul Han, in his work The Burnout Society, reflects on how the excess of stimuli and constant self-exploitation, exacerbated by digitalization, have led to exhaustion and the development of mental disorders such as depression, anxiety, and burnout syndrome. The Coyote, then, also emerges as a metaphor for the digital society: always chasing a reward, but never achieving true balance. The question that remains is: instead of endlessly pursuing, shouldn’t we learn to slow down and appreciate what we already have?

To illustrate this dynamic, we can look at the example of a professional who, after years of relentless pursuit of a promotion, begins to realize that, upon achieving it, he does not find the expected satisfaction. At this point, he enters the cycle of “always one more,” without understanding whether this movement truly contributes to his deeper purpose. As already seen, career transition, then, emerges as a metaphor for detachment. The moment to let go of a path that, seemingly, seemed to be the right one and move towards a new opportunity, without the expectation of “arriving,” could be true liberation. However, this process requires self-awareness, reflection, and courage, so as not to be mistaken for quitting. The professional must be like the Road Runner — clever, flexible, and willing to change course when necessary, instead of insisting on capturing a goal that may not truly be his.

The Reality in Companies

How many times have you found yourself chasing a goal, only to realize that, upon achieving it, the satisfaction was fleeting or nonexistent? Or, more frustratingly, perhaps you achieved something that, deep down, wasn’t what you really wanted, but what you thought was necessary.

True transformation begins when we allow our goals to be questioned. Instead of blindly following the path imposed or the one that seems to be the only possible one, we can open our eyes to new possibilities.

In our professional and personal lives, we often become so focused on a goal — a promotion, a new opportunity, an ideal — that we overlook other valuable opportunities around us. What may initially seem like a distraction may, in fact, be the path to something more meaningful.

The approach of Human and Organizational Cognitive Behavioral Development (DCCO) teaches us that our thoughts shape our actions and emotions. Often, we are driven by limiting beliefs that make us pursue goals without questioning whether they truly align with our purpose. By reframing our goals and aligning our expectations with our deepest values, we take the first step toward a more balanced and fulfilling life.

• What are you really searching for?
• What is being neglected by focusing solely on a single goal?
• If you could observe your life from the outside, what opportunity would be in front of you, waiting to be explored?

In many corporate cultures, the concept of “results at any cost” leads us to act like Coyotes, relentlessly chasing goals in an unsustainable way and neglecting the impact on our well-being. This behavior leads to exhaustion and frustration, where productivity becomes more important than balance and mental health.

What if we started acting more like the Road Runner?

Instead of fixating on a single point, he observes, plans, and acts strategically, anticipating moves and adapting to the scenario. The Road Runner teaches us the importance of observing the path as a whole and being flexible and adaptable. How can we apply more of this strategic intelligence, both personally and professionally?

True freedom may lie in letting go, detaching from what we think we need to achieve, and seeing life with new eyes. By doing so, we may discover that what truly matters is not the destination, but the path we choose to follow.

The Paradox of the Impossible Pursuit

Often, we are so immersed in a cycle of preset goals and external validations that we forget to ask: “What am I really seeking?” In our obsession with imposed objectives, we disconnect from our essence and follow blindly, like the Coyote chasing the Road Runner — in a cycle that never leads to true satisfaction.

This is the paradox of the incessant chase: living to meet external expectations without considering whether those goals truly resonate with us. True transformation doesn’t come from running after “more,” but from questioning whether the goals we are pursuing make sense for us.

In Human and Organizational Cognitive Behavioral Development (DCCO), we learn that the concept of “letting go” is essential: often, we need to give up goals that trap us, in order to make space for what truly matters. When we do this, we begin to realize that the real value of the journey lies in understanding what we are building, in how we live the process and not just in the destination.

What if, instead of chasing imposed goals, we decided to stop, breathe, and observe? Maybe, like the Road Runner, we could learn to slow down at the right moment and see the opportunities already in front of us, in the wisdom of the present moment.

Strategies for Transformation

Let there be no doubt: True transformation begins from within. When we are able to understand our limitations and the values that truly move us, we make more authentic decisions aligned with our essence. But for this change to happen, a fundamental step is needed: self-awareness. We need to stop running and ask ourselves: “What am I really seeking? Why is this important to me?” This reflection allows us to distinguish whether our goals are genuine or just reflections of social conditioning and external expectations.

In addition, here are some powerful strategies to begin this journey of transformation:

• Practice self-knowledge and self-compassion: Understanding who we are gives us clarity and confidence to act with authenticity. Self-compassion frees us from the pressure of perfection and allows us to grow genuinely, accepting our imperfections as part of the process.
• Challenge your limiting beliefs: What beliefs from the past are still shaping your decisions and limiting your potential? By challenging these beliefs, you open yourself to more empowering alternatives, allowing for a rewrite of your narrative and expanding your possibilities.
• Adopt the practice of continuous reflection: Reflection is vital. If the Coyote stopped to reflect on his obsession, he might discover that chasing the Road Runner is not the key to his happiness. In our lives, constantly evaluating our actions and goals prevents us from falling into the trap of pointless pursuit. Reflection allows us to adjust course and remember that the journey is just as important as the destination.
• Seek balance between emotion and reason: In the chaos of everyday life, we often make impulsive decisions driven by emotions. But by balancing emotion and reason, we make wiser decisions that will guide us more effectively in the long run, without falling into shortcuts that create frustration.

True transformation is not about achieving external goals, but about the inner journey of self-knowledge and alignment with our essence. It starts when we stop chasing the unattainable and begin to notice the opportunities already available to us. Transformation is not in capturing the Road Runner, but in finding balance, authenticity, and peace along the way.

Collective Transformation

Going back to the executive example, he could break the Spiral of Frustrated Action by redirecting his focus. Instead of relentlessly chasing the next position or promotion, he could stop and ask himself: “What really brings me satisfaction? How can I contribute meaningfully to the world around me?” Perhaps he would discover that his true passion lies not in status or power, but in mentoring young professionals, dedicating more time to family, or exploring a hobby he has always postponed.

Here, I also reiterate: this shift in perspective does not mean giving up on ambitions, but rather aligning them with our deepest values and the purpose of our lives. It is about finding balance between what the world expects of us and what truly makes us happy. True transformation begins when we question the predetermined script and begin walking toward what is authentic to us.

To break this cycle, we need to stop, continuously reflect, and question!

Never forget: The Coyote never stops to ask if there’s another way. But we, as humans, have the ability to reflect and choose. True liberation begins when we recognize that genuine satisfaction is not in the next goal, but in the journey of living authentically, aligned with our deepest values.

Personal transformation is not an isolated process. It can spread like a wave, impacting an entire community or work environment. Imagine a space where each person, by questioning their choices and goals, begins to make more conscious, authentic decisions. This environment is fueled by a transformative energy, where everyone acts with greater clarity, more strategy, and more responsibility.

Finally,

What can you transform within yourself to create this wave of change around you?

Reflecting on the Coyote Syndrome, we realize that the incessant pursuit of something beyond our reach is not just a strategic failure — it’s an existential one. In a society obsessed with external metrics of success — promotions, titles, visible achievements — true transformation only begins when we stop chasing the impossible and turn our attention to what truly matters. True liberation arises when we stop pursuing something that doesn’t belong to us and begin recognizing the opportunities that have always been around us.

The Coyote, in his endless pursuit, teaches us that true freedom is not in capturing something distant, but in the ability to stop, reflect, and adapt. In our constant quest for immediate results, we blind ourselves to what really matters, forgetting to look inward, to listen to the needs of our being, and more importantly: to see the opportunities that have always been within our reach.

The big question is: are we ready to slow down? Are we ready to look within, stop chasing an ideal that never existed, and open ourselves to the possibilities already present? Or will we continue running after a success that pulls us further from our true essence?

The true reclaiming of time and space is not in doing more or running faster. It resides in the value of silence, introspection, and adaptation. Perhaps, then, the Coyote will only find freedom when he understands that true transformation begins when he finally allows himself to stop running after what doesn’t matter.

“The truth is not at the end of the chase, but in the learning of the path. Silence, like the echo of the universe, reveals what the noise of the chase can never hear.”

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Hello, I’m Marcello de Souza! I began my career in 1997 as a leader and manager in a large company in the IT and Telecom market. Since then, I’ve been at the forefront of major projects focused on the structure, implementation, and optimization of telecommunication networks in Brazil.

Driven by curiosity and passion for behavioral and social psychology, in 2008, I decided to dive deeper into the human mind. Since then, I’ve become a professional dedicated to uncovering the secrets of human behavior and catalyzing positive changes in individuals and organizations.

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