The author explores the notion of time - with its current social and cultural strain on people’s lives - and studies individuals frequent and deceptive attempts to shun the anxiety set off by a virtual sand clock. A kind of "white rabbit syndrome" often brings persons to feel compelled to optimize every instant of their life, desperately trying to withhold the possibility to choose and not to renounce. This never-ending effort engenders, in the individual, the feeling of consuming time and personal life without joy, or of running on a treadmill without moving an inch. The author describes an antidote to this syndrome: viz. develop a deep selfawareness of personal life experiences - interpreted on a micro level (through every day mindfulness), or on a macro level (via an insight into a personal road map) - and then follow key priorities, clearly different in each person.
Keywords: Time, awareness, white rabbit syndrome, anxiety