" For the ambitious among us, once we reach our goal we soon formulate another to pursue. This is the hedonic treadmill. We continuously raise the bar for what we want or feel we need in order to be happy - and the hedonic treadmill spins faster with ambition. In other words, the downside to being ambitious is a constant sense of dissatisfaction with our achievements. "

― Meik Wiking , The Little Book of Lykke: The Danish Search for the World's Happiest People