Unlearn

What if success isn’t about scaling faster, shipping more, or chasing perfection — but about building something so honest it can last for generations? In this episode, I sit down with Gerry Khouri, Founder & Managing Director of Bufori, one of the world’s longest-running handcrafted automobile companies. For nearly 40 years, Gerry has gone against almost every rule of modern business — choosing craftsmanship over scale, long-term thinking over short-term returns, and integrity over imitation. We explore what Gerry had to unlearn to stay in the game for decades: the myth of perfection, the pressure of shareholder expectations, and the idea that success must look a certain way. This conversation is a masterclass in leadership, product thinking, and building businesses that endure. Key TakeawaysPerfection is a fantasy — luxury is honesty. Products that last are built on integrity, not impossible standards.Success starts with finishing, not selling. The real win is building something real — everything else is a bonus.Craftsmanship scales through capability, not volume. Deep skills create optionality and diversification.The real competition isn’t the market — it’s yourself. Long-term builders focus on self-mastery, not rivals.Great businesses are built by people who challenge you, not agree with you. Additional InsightsGerry built his first car in a garage behind his house — bigger than the house itself — with no external funding.Bufori operates debt-free after nearly 40 years, an extreme outlier in modern manufacturing.The company makes more parts in-house than most car manufacturers, turning necessity into innovation.What started as survival-driven resourcefulness became multiple profit centers through engineering services.Leadership longevity comes from unlearning ego, listening deeply, and leading by example. Episode Highlights00:00 – Episode Recap Gerry Khouri reflects on a pivotal realization: perfection doesn’t build lasting products — honesty, craftsmanship, and long-term thinking do. This mindset reshaped how he built cars, teams, and a business designed to outlive him. 02:15 – Guest Introduction: Gerry Khouri Barry introduces Gerry Khouri, founder of Bufori, a handcrafted automobile company that has spent nearly four decades defying the rules of modern manufacturing. 04:14 – Building the First Car Against All Odds Gerry shares how a backyard hobby, relentless passion, and going against everyone’s advice led him to build his first car from nothing. 07:10 – Redefining What Success Really Means Success wasn’t about money or validation — it was about starting something and finishing it, no matter the odds. 11:54 – Leading Without Resources With no books, no mentors, and no capital, Gerry explains how necessity forced invention and deep mastery of craft. 19:50 – Unlearning Perfectionism in a Luxury Business Why perfection is an illusion, and how focusing on luxury, durability, and intention keeps products moving forward. 23:12 – What Craftsmanship Actually Looks Like Gerry breaks down what it means to truly “make” a product — from designing for repairability to building for generations. 27:29 – Competing With Yourself, Not the Market The most dangerous competitor isn’t another company — it’s complacency and losing the hunger to improve. 31:10 – Unlearning Shareholder-First Thinking Why prioritizing...