The Paradox of Perfection

European Commission

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Karel De Gucht

European Commissioner for Trade

The Paradox of Perfection

European Business Awards

Athens, 27 May 2014

Ladies and gentlemen,

Greece is an excellent place to hold a ceremony like the European Business Awards: A ceremony that honours your striving, as entrepreneurs, for perfection in what you do.

I say that not just because Greece is leading the Council of the European Union during the first half of 2014…

… but also because this country has a lot to teach us about perfection itself.

The ancient Greek philosophers spent quite some time discussing that very concept.

Plato defined perfection as excellence in every respect. Aristotle said a perfect object should completely fulfil its intended purpose.

But while I would not presume to question big names like these, I actually prefer the idea of perfection attributed to another, less well-known Greek philosopher.

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  His name was Empedocles.

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  He lived in the Greek city of Agrigentum, in what is now, in fact, Sicily.

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  And he is said to have been the first person to put his finger on what is known as the paradox of perfection.

The paradox of perfection is that no matter how hard you try..

…you cannot have perfection… without imperfection.

Why? Well, one of the most impressive qualities of any object… or person… or company!.. is its ability to improve.

That means it is difficult to say that anything is perfect, unless it can also get better in the future. How could it be perfect if it's missing that vital attribute?

So if it is perfect, it must also therefore be imperfect at the same time.

It's this approach to perfection that we are honouring tonight. Not the abstract unattainable goal - but the reaching to achieve it.

Because the way all of the companies nominated for European Business Awards started - and the way they continue to be run - is by making things better.

The people involved in these business don't look around themselves and think that everything is fine, just as it is.

They see room for improvement. And they are happy to take risks - with all their potential for imperfection that they bring - in order to bring about that improvement.

That is the entrepreneurial spirit.

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  It is what has allowed SDL Belgium to help companies all around the world interact seamlessly with their customers all around the world.

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  It's what has permitted Skroutz [SKROOTCH] from Greece to bring consumers and businesses together in an innovative on-line marketplace.

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  And it's what has helped Ekspla from Lithuania market their cutting-edge lasers in 40 countries.

Of course, I highlight these companies as examples. But I know all the nominees tonight have excellent stories to tell.

You have all succeeded during tough times for businesses everywhere in Europe, not least in this country.

And you deserve credit for that success… just as much as you would take responsibility if your risk-taking one day didn't turn out as you planned.

But I believe that government also has a responsibility to help businesses like yours to succeed. Not just for the benefit of the owners - but because of how a successful, socially responsible company creates opportunities for its workers, suppliers and consumers.

The European Union is deeply committed to that ideal.

By creating Single Market of 500 million people Europe has redefined what a home market means for companies large and small.

And by making it easier to do business beyond our European borders we are paving the way for the global market of the 21st century.

That is my job as European Commissioner for Trade. To negotiate with the economies outside Europe that will produce 90% of the world's growth over the next 20 years.

We are talking to the United States, to Japan, to China and to India - along with many others - to try to improve your ability to do business there.

That means…

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  lowering the tariffs you pay at the border…

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  removing barriers to how you can sell your services…

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  making sure that the laws and regulations in those markets don't discriminate unfairly against foreigners…

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  and making sure you have access to the world's best suppliers no matter where they are located.

That is not always an easy task, politically speaking. Opening markets means change, which can mean resistance by vested interests.

So we need your help, in order to help you.

Yours are leading voices in the countries you work in. You also provide examples of how to succeed in a globalised, if certainly imperfect, world.

So your opinion counts in debates about the European Union in general, and our international trade policy in particular.

I hope we can count on your support.

Because the paradox of perfection absolutely applies to policy-making just as much as it does for business.

We may not be able to reach the goal of excellence in all things. But we can achieve a kind of imperfect perfection by striving, every day, to achieve the ideal.

That requires all of us to make our contribution.

Congratulations to all of you. And thank you very much for your attention.