Maxim Behar: Inspiration Begins with the Smallest Things — Even a Single Word
In a candid and dynamic interview on the morning show “Exactly at 10,” Maxim Behar shared not only the breadth of his professional journey, but also his personal philosophy on life, success, communication… and even music.
Host: Max, I introduced you as a PR expert, but that title is far too narrow for you. You're an entrepreneur, journalist, diplomat, and now — a creator…
Maxim: I’m just someone who does his work with joy. I was a journalist, founded my PR agency 30 years ago, and since then, I’ve been involved in many different projects. I chair the board of trustees at UNWE, I’m president of the World Communications Forum in Davos, and I’ve been the Honorary Consul of the Seychelles for 22 years now.
Host: That’s a lot of watermelons under one arm, as we say in Bulgarian…
Maxim: For me, they’re not watermelons — they’re pleasures. I manage them easily because they give me energy. Of course I make mistakes — probably more than anyone in my company. But I don’t learn from my mistakes; I learn from my successes. When you achieve something, analyze it and do it even better next time.
Host: That’s inspiring. How did the Seychelles story begin?
Maxim: In 2004, I got an email saying that Sir James Mancham, the first president of the Seychelles, was coming to Sofia. I honestly didn’t even know where Seychelles were! We met, clicked instantly, and just a few days later, he called and said, “I want you to become our Honorary Consul.” And that’s how it started.
Host: And you’ve done a lot for them since…
Maxim: Yes, I support a whole neighborhood on Mahé Island — Beau Vallon. Donations, advice, close friendships. The capital, Victoria, has only 8,000 people. Everyone knows me, and I know them. I talk to them almost every day. That’s more than diplomacy — that’s trust.
Host: And you’re no stranger to electric cars either…
Maxim: My wife and I both drive small electric Smart cars. Charging them for a whole day costs under 2 leva! We also have solar panels at home. It changes your mindset. You drive clean, live sustainably, turn off lights you don’t need, watch how much you consume. It’s a lifestyle.
Host: Speaking of lifestyle — how did the music idea come about?
Maxim: I don’t make music. I do marketing through music. My songs are tools for messages. Together with Misho Shamara and Lil Sha, we created “Viva Bulgaria.” It all started as a joke at 2 a.m. and ended with a professional video. I wrote the lyrics, Lil Sha composed the music. I wanted to tell the world: Bulgaria is modern, positive, full of light.
Host: And now the song is officially out?
Maxim: Yes, we released the video last night. It shows a futuristic Bulgaria with flying cars, but also features the Alexander Nevsky Cathedral — because values remain. It’s not just a song — it’s PR. It’s my form of communication.
Host: And new books?
Maxim: I’m finishing a book about style — not just in appearance, but in thinking, in how you shake hands, how you speak, how you treat people. I’m also preparing a collection of stories about people I’ve met — from King Charles and Hillary Clinton to Joey DeMaio from Manowar. I hope someone reads a single sentence that might change their life.
Maxim Behar doesn’t just participate in public life — he creates it, shapes it, and inspires it. For him, style isn’t vanity, success isn’t a goal but a responsibility, and communication — a mission. And even when he raps, he speaks the language of influence. Because, as he puts it:
“I don’t make music. I do marketing.”
Watch the full interview here.