share this afternoon a story with
all of you and it’s a story that
starts three years ago
three years ago I felt greater for
least I considered that I was doing
greater because I not only turned 40
years but because I also had the
opportunity to become part of
a great institution for me that
is the entrepreneur circle directing the
department of economics and that gave me
the opportunity to completely change my
way of perceiving and understanding Spain and
to the world and also secure a
belief that I had been taught from
small in that duality that was that
every country and every company needs to
Grow a shared project like you
I said I get older and paradoxically
it is understood that I am gaining flexibility
serenity to experience and perspective
but all this happens at a time that
I feel like the world what it pepe
what is above all is uncertainty and
transformation and that is giving rise
to a totally different scenario
that I had was conceived when I started
to study economics and we become
older in a world where we have
that to interact undertake to dream and
develop our life project
a world that is marked by
many trends and
transformations as I said that
would like to share this afternoon with everyone
you this world that you tried
explain to my students and my own
sons to rodrigo and andrés that stop
look on the world map as we
taught and observe how
slowly the economic axis of the world
is moving from the Atlantic
north from Iceland practically
towards the Asia-Pacific area giving
place to that again as it happened already
before the industrial revolution be
India and China those that concentrate the
greater economic and paradoxical power and
parallel forgiveness to this evolution
of the economic axis of the world is being
producing the growth of the population
the world cup is expected in the year 2030
there are more than 8,500 million
inhabitants in the world with a
growth totally divergent because
On the one hand, we are going to attend the
loss of population of age of
work in Japan and in the union
European especially in Germany in
France but also here in Spain
resulting in a much more population
aged and that will have consequences
we will change our consumption habits
of savings and investment
we will have less capacity to renew the
talent will logically increase our
expenses in pensions and health which
will pressure the state’s viability
of well-being and logically we will live
probably in societies and we started
to see it more traditional and
which will determine a conservative
our ability to innovate and for
of course our potential
economic growth and on the contrary in
most of the countries
emerging
we will see a demographic growth
characterized by the youth of his
population will be africa the continent
that leads this growth and we
will surprise to see how nigeria has the
same population as the United States or
that I think to double the population of
germany something that for me was
unthinkable when I watched the news
small or as in india in the
next 20 years will be incorporated into
labor market every month one million
young people a population that
will concentrate in cities
in fact 720 million people
40 cities will live in cities
that will act as a tractor for
companies since these will have to
satisfy not only the demand for
consumer goods but endow them with
infrastructure and services
educational professionals and
welfare cities that will impact
in business demographics because if
today we have more than 8,000 companies that
they invoice more than 1,000 million euros
a year mainly concentrated in
the developed countries until 2030 will
expects 7,000 new companies to be born
40 percent of them in China
which our demography company
real will also change totally and
in those cities
will live a new middle class that today
It appears that it is already brewing which
in the next 14 years it
will incorporate more than 3,000 million
people a middle class that will double
its consumption potential
in fact children who are born today in
China will consume 38 times more than their
grandparents and in this middle class in
we start to impact a new
technological revolution as already
it happened in the industrial revolution
a new technological revolution that
will totally change the conception of
I work the children who are today
studying primary is my son
Rodrigo will work in a position of
totally unknown work for
us 70% of them a job
will be related to the new
markets that are emerging or from the
transformation of sectors
traditional and we will have a world a lot
more multicultural and multicultural
interconnected that will demand to
develop a new governance
economic, political and commercial and this
world is probably going to demand that every
one of us have to
reinvent several times throughout
our life is something that commented on
another day with a friend of mine who
he said he had started studying
piano because when he left his job in
a great consultant wanted to be a pianist
on a cruise and that’s why I think that
Spain has to look up has
that give an answer to this coming world
creating a shared project a
project that you have to use as
leverage all those strengths that all
We also have our country
which are our geographical position
language our culture our talent and
from them build a project
shared with three sectors that
considered that they are essential
not only because of that analysis that I do
linked to my work but also
because from very small
I have seen that it is the key to the success of
companies and countries that are
do more
what are those sectors
first the institutional factor
exists and I think we all perceive it
a correlation between development
economics of countries and the quality
of its institutions
If we want to generate a
inclusive growth
we have to have more institutions
solid and transparent that guarantee
principles that I think everyone in this
room we share how are the beginning
of equal opportunities and
social cohesion
but it’s no use having good
institutions if it is not accompanied by a
second vector that is the responsibility
Social
each and every one of us have the
obligation to generate illusion
no country no company that wants
get older
can do it if it does not generate an energy
emotional around a goal ones
a vision and a shared trust
in which we can have a better future and
finally next to those two vectors
that mentioned would be the vocation to
growth grow economically
he needs a good education
logically to generate innovation from
that we be flexible but also
requires that we have companies of higher
size for me the one that the foundations of
economic growth of a country not
can be based solely on that
we encourage entrepreneurship in
we want ease and flexibility to
that new companies are created or that
a lot of micro and small
Business
our economic dynamism must go
further combining the creation of
new companies with the growth of
the existing ones because as in life
the companies that grow acquire more
resistance have more experience and
a much more global vision for
face the opportunities that we
offers the next world
what do you think adif is behind the
the dynamic competitiveness
productivity and innovation
countries like united states germany and
united kingdom is your business fabric
where they coexist more
balanced small and large
Business
all forming an ecosystem in the
that the medium company or the middle
market plays a fundamental role in my
of the sea that are all those companies
who bill between 20 million euros
and 1,000 million euros per year
are companies that in these three countries
they contribute not only with 20
percent of gross domestic product or the
30% of employment but by betting on the
innovation and internationalization
they are capable every year of creating
new job positions
unfortunately in our country in
our business fabric
50 percent of our companies do not
they have workers are companies
preeminently focused on the sector
service and only 6 percent are
industrial industrial companies
forgiveness and this conditions logically
our export base because not
We can forget that the products
Manufacturers are much more
Exportable but as in life
just as it happens with people
we all have positive notes and nuances
just as it happens in our tissue
business because our companies
large and medium-sized companies are so competitive
as their counterparts in the united kingdom of
germany and united states and even in
some cases that 0 6 percent of
Our business fabric is much more
competitive as the case of the big
Spanish companies that are much more
competitive than the American or as
It happens with medium-sized companies
Spanish who are much more than
from uk island of germany and are
companies that all of them have aspired to
grow grow around innovation
and internationalization to the
professionalization of values
are companies that have been established as
reference and tractor and others that arise or
aspire to grow in this environment every
more global time and this reminds me of the
small story of a small
businessman from ubrique
my grandfather who started with a little
Tray selling leather goods in the
Expo of 29 in Seville and that was
aware that the Spain of the 50
he was going to face a totally world
different thing made my father come out of
your comfort zone forcing you
study in oxford
that story caused my father
I came back and I knew that
you had to bet on innovation
for internationalization and for
tradition and that caused him to together
other entrepreneurs have achieved that
uri that is today world leader
in the manufacture of leather goods
in the world
if we get a tissue
largest business in Spain
if we get our tissue
Business is not seem to Germany
we will only raise our
productivity 15 percent but that
will appear 15,000 new large and
medium-sized companies that will generate 400 thousand
more quality jobs but
what do we do to achieve it then act
on these three sectors
we need institutions that support and
boost the growth of our
Business
in the same way that we have
that change the perception that we have
about the largest companies
because they are a fundamental element for
the generation of wealth and well-being in
our country and logically nothing of
this would be useful if those who lead those
companies do not increase their vocation towards
growth if they do not decide to leave their
comfort zone and take advantage of
opportunities that the world offers us
coming
and I do believe in all of this because I am
dual because from very small my grandmother
my Icelandic grandmother sigridur taught me
that to make me older to make me more
resistant
to make me stronger I had to
look at a small country a small
country that has the population of the
Rioja a small country that is capable of
surprise us with their music with their
sagas with their volcanoes interrupting the
European airspace with your selection
of soccer recently a small
country that has always lived in a
Inhospitable environment but to climb
known to use innovation to
use geothermal energy as
source of wealth and well-being
a small country that has faced
recently the worst crisis of his
history and has managed to reinvent itself in
around these three vectors because he knows
that if it does not grow it can not survive in
this environment that comes a small country
country and it ended because my soul is gone
talking about Iceland a small country
that when the UN did a study on
he and he asked his citizens in
that they believed they did not say they believed in
nothing in the background or in light sprites
90% of them that believed in themselves
same
that’s why I think to grow older
it means to grow believing in us
same
Thank you
me
”
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