From Business Leadership to Authorship: Gunawan Jusuf’s Blue Gold

Gunawan Jusuf’s transition from corporate leadership to authorship was driven by real-world experience and concern for Indonesia’s future. While leading Sugar Group Companies, Gunawan Jusuf encountered systemic issues surrounding water availability that demanded deeper exploration.

As Chief Executive Officer, Jusuf regularly visited sugarcane plantations and production facilities across Indonesia. These visits revealed growing challenges related to irrigation, water quality, and rising costs. Water, a resource essential to both agriculture and daily life, was becoming increasingly strained.

Motivated by these observations, Jusuf embarked on extensive research into Indonesia’s water systems. The result was Blue Gold, a 176-page book published in 2016 that examines water management, regulatory gaps, cleanliness issues, and long-term sustainability risks throughout the country.

The book presents complex information in an accessible format. Jusuf includes nearly 100 images and more than a dozen tables to support his analysis, making the content approachable for a wide audience. Despite addressing a critical national issue, Blue Gold is designed as an easy read that encourages engagement rather than intimidation.

One of the book’s central themes is the undervaluation of water as a finite resource. Jusuf argues that inadequate regulation and public awareness will lead to increasingly severe shortages if current practices continue. His writing blends factual research with insights gained from years of executive leadership.

Blue Gold also highlights potential solutions, particularly in agricultural contexts such as sugarcane cultivation. Jusuf emphasizes the need for improved irrigation systems, responsible consumption, and policy reform to safeguard water resources for future generations.

The book reflects Jusuf’s broader philosophy of leadership—one that extends beyond profit and performance metrics. By using his platform to address environmental concerns, he demonstrates how business leaders can contribute to national conversations on sustainability.

Through both authorship and executive leadership, Gunawan Jusuf has positioned himself as a voice advocating for responsible resource management in Indonesia.