Jorge Gerdau Johannpeter, one of the most influential business leaders in the country, returns to talk to the Reputation Feed. This time, about The Search, his first book, a work that brings together the essential values that guided his career and is being launched in several capitals.
“The word respect for me is a key word because it comes from the smallest attitude even on collective aspects”, he says about one of the values he mentions in the book, reviewed by Reputation Feed.
Always active in the debate on the country's fundamental issues, the businessman also talks about the economic and political scenarios, the need to increase investment and savings, as well as the lack of long-term strategic thinking in the country.
And of course, it's also about reputation, excellence, efficiency and legacy.
Below are the main excerpts from the interview, which he gave at Gerdau headquarters in São Paulo.
Why did you decide to write a book, how did the idea come about?
I had this topic on my mind for a long time. Many businesspeople write a book to tell the story of their careers and lives, but that wasn't motivating me. I thought: if I do it, it will be in the sense of consolidating the concepts of values and principles that are structurally based on the philosophy of family and business. But since I have worked a lot in institutional relations and several entities mentioned in the book, I decided to write it in order to highlight this philosophical view, not only about the business vision, but mainly about the social aspect.
“I think my concern is to show that I am a businessman who seeks business efficiency, in a very professional way, but who, at the same time, is fully aware of and participates in the economic, social and environmental adjustment. This three-pronged approach is decisive.”
“The search for excellence never ends. Grade 10 does not exist. There is only 9, 9.5, because I still have to achieve the 10, it is the next step.”
And what does this book add to your journey?
I worked on the book for almost three years and had Tulio Milman as a partner, in whom I recognized a capacity for critical analysis without being aggressive. This is a complex aspect, especially for businesspeople. We worked on the book reporting and analyzing the motivational or conceptual factors. (in which he believes, he based his trajectory and the book).
Since I was young, due to my family upbringing, I have practiced a lot of sports and dedicated myself mainly to horse riding, which my parents also practiced. In several areas, I have always sought the highest level of efficiency. I have also been very involved in projects such as the Iberê Camargo Foundation and the Moinhos de Vento Hospital, which is now the second best hospital in Brazil. I have to strive for excellence, but it must always maintain a human dimension. It cannot be an excellence fanatically oriented towards material aspects. With this, the word pursuit also emerged. So, that was the way I worked and constructed the entire book, with this orientation in the various areas of work, in the field of achievements.
Do you see companies working on reputation as an asset?
How mature is the business sector in relation to this topic?
The issue of reputation is important at all levels, from the individual to the family, to the municipality, etc. You could almost say that recognition automatically occurs when an administration or an operation is correct and well done. Better behavior and better management result in economic and social benefits.
And how does the business sector in Brazil view this issue, reputation as an asset, in your assessment?
I think it is full of companies with international standards. The companies' listings, whether on the stock exchange or not, reflect this quality of work. There is a huge benefit in doing things well. The structure exists. The problem, many times, is not maximized due to a question of political or social organization.
“The entire political system in Brazil is practically always driven by short-term thinking; few things are established with the objective of medium and long-term policy, [while] in the private sector, the most successful companies have medium and long-term plans guiding investments.”
You mention in your book that we live in the best country in the world, including highlighting the strength of agriculture, but you also state that there is a lack of professional governance skills. How can we resolve this so that we not only know that Brazil is the best country in the world, but also feel it in our daily lives?
The topic, conceptually, is obvious. In any field of activity, it is necessary to look at the best countries in the world, the benchmarks, and see what the best levels are. Look at where I am, where I have to get to. The entire political system in Brazil operates practically with short-term thinking; few things are established with the objective of medium- and long-term policy. In the private sector, the most successful companies have medium- and long-term plans guiding their activities and investments. Political participation is necessary to make political progress, right? If the issues are not strategically debated between businesspeople, Congress and the Executive Branch, they will not be resolved.
What, in your opinion, will be the biggest challenges for Brazil in 2025?
We are living in a time of complex debate between the political vision and the country's real economic capacity. This debate exists in the political sphere and poses risks to all economic activity because the tax burden cannot support the spending rate. There is a debate about whether or not to increase taxes, and Brazil already has a very high tax burden and an outdated tax system. If the adjustment is not harmonized, there is a risk of rising inflation. At the moment, this imbalance is a concern. It is an extremely important macroeconomic issue that depends on this political approach. Insecurity is not good in terms of major projects that need to be carried out.
“Brazil must pursue the goal of reaching a per capita income above US$1,000 to have a satisfactory social structure.
Our global investment over GDP is between 15% and 17%. And, with that, per capita income remains stagnant, because economic growth is a little lower than population growth.”
How do we solve this?
With savings and investment rates. This is a debate that economic and political forces must have and clearly establish as their purpose. This debate does not exist satisfactorily.
And what opportunities do you see for 2025? What is your perspective that we can take advantage of these opportunities?
Opportunities are limitless in a country under construction like Brazil. There is no shortage of opportunities; we need to create a political equation, to adjust to maximize these opportunities in the political, social, educational and economic fields. To achieve this, efficient education and savings and investment are absolute priorities. The general opportunity exists. So, whether in infrastructure, education or health, everyone is demanding more investment, more progress; in any field of activity, it is difficult not to see opportunities to increase activity.
What is your legacy for Brazil?
I work almost day and night on this project of the Competitive Brazil Movement (MBC), which essentially deals with improvements in management technology, aimed at the goal of reducing costs and improving the efficiency of government executive activities. This is reflected in business life. And also in other educational and social institutions. My concern is to be useful and that these activities in which I participate and get involved can be useful in global development. To be useful.
Release schedule of The Search
São Paulo
6/12
Tomie Ohtake Institute
Coropé Street, 88
Schedule: 6pm to 9pm
Brasilia
10/12
CNI
SBN Quadra 1 – Block C
Ed. Roberto Simonsen
Schedule: 6pm to 9pm
Belo Horizonte
12/12
Gerdau Mines and Metal Museum
Freedom Square, 680
Schedule: 6pm to 9pm
Nuria Saldanha is a journalist and consultant for ANK Reputation
nuria.saldanha@ankreputation.com.br
. Read also the synthesis produced by Reputation Feed on the teachings for leaders gathered in the book The Search.
