Choose goals no one has reached before

Leadership, Innovation, and the Spark in the Eyes: An Interview with Maxim Behar

Introduce yourself in a few sentences...

More than 30 years ago, I founded M3 Communications Group, Inc. and remain its CEO to this day. I am passionate about my business and hold numerous international roles across various boards and committees. Currently, I serve as the President of the World Communication Forum in Davos, Switzerland, and Chairman of the Board of Trustees at the University of National and World Economy (UNWE) in Sofia. I earned my degree in management from the University of Economics in Prague, completed a leadership program at Harvard Kennedy School, and hold a PhD in Media and PR from Sofia University “St. Kliment Ohridski.”

Tell us about the philosophy and values of the company you currently represent.

First and foremost—professionalism. Second—constant innovation, every day, every hour. Only then come continuous learning, precision, proactivity, and confidence. I don’t even mention honesty, ethics, and transparency as “values” because, to me, they are a vital necessity. Without them, nothing can be achieved—neither in business, nor in life.

How long have you been developing your current company? What are the most valuable lessons this journey has taught you?

We've been on the market for over 30 years now, with nearly 12,000 completed projects. I remember each one of them in detail. But the moment one project ends, the next idea is already forming in my mind, filling me with adrenaline and energy. I can’t say whether I've learned more from failures or successes—I prefer to learn from success, analyze it deeply, and apply that insight to future ventures.

If you personally had to write a job ad, what would you highlight to attract a future employee?

I write and publish job ads almost weekly. I emphasize teamwork, transparent work conditions, and, of course, the additional benefits. But most importantly—I highlight the immense and practically unlimited opportunities for personal and professional growth. We've proven this many times over the years. Yet, beyond anything written, I rely on personal meetings. I look for something that can’t be faked or staged—it’s what I call the sparkle in the eyes.

What does your company do to foster a constructive and beneficial work environment for everyone? Should coworkers be friends?

M3 Communications Group, Inc. has long been known for its teams, which are often friends as well. While that can have its challenges, the advantages outweigh them. We organize team events like bowling nights and wine painting sessions, but the strongest bond is built through our projects and our professionalism. In my experience, no team building or beach getaway compares to the unity forged during a high-stakes event, client crisis, or even a well-organized press conference.

What makes you excited to go to work? How do you handle tough or stressful moments?

Simple—I knew from the start that turning my hobbies into a profession meant I’d never have to “work” a day in my life. That’s only partly a joke. I truly love what I do. Of course, there are stressful moments, but I have a rule: it’s not how much you work, but how well you rest that matters. That’s my golden rule.

What work model does your company follow—office-based or remote?

We prefer working in the office. I recognize the benefits of remote work, and we allow for flexibility, but I personally struggle to see how strong, creative teams can be built remotely. Our work thrives on collaboration and idea sharing, which happens most effectively in person. Until I find a model that builds that same connection remotely, I remain skeptical.

What do you think about offering flexible hours that allow employees more freedom in balancing their personal and professional lives?

Absolutely. Our team has flexibility—start and end times can vary within reason. I’m not strict about clocking hours, but we handle high-responsibility projects, so the necessary work must be done. Flexibility works only if tasks are completed on time and managers are equally flexible and understanding.

How are rapid global technological advancements affecting your business?

Very positively. AI, new technologies, and evolving media help us save time and be more creative. But they require constant learning. Personally, I dedicate a lot of time to staying current, and every minute invested is worth it.

How important is hierarchy to you, and what communication model do you promote in your company?

This is a favorite topic of mine. A few years ago, in my book "Five Minutes to Tomorrow," I introduced the idea of horizontal leadership. Today, I believe in it more than ever. In our hyper-connected world, everyone must be a leader—of their projects, ideas, clients, and creativity. This model breaks down traditional hierarchy and gives everyone more responsibility and autonomy. Senior managers still hold accountability for the company’s financial health and fair task distribution, but leadership becomes a shared endeavor.

What is your career advice for people developing their professional strategy?

Choose goals no one has reached before. There won’t be a clear path—you’ll have to make your own. But if you know where you’re headed and give it your full effort and focus, your chances of success are well above 50%. And in today’s world, that’s a lot.