Leadership, PR, and the Power of Authenticity: An Inspiring Conversation Between Tsveti Radoycheva and Maxim Behar

Tsveti Radoycheva: How did you become passionate about music and start rapping?

Maxim Behar: It all started as a joke—a late-night Facebook exchange with Misho Shamara turned into a song. The track "PR Royale" was born from that. I'm not a singer, but I used music as a way to send messages. I believe communication must be creative and deeply impactful.

Tsveti Radoycheva: What does music give you as a feeling?

Maxim Behar: It's another channel of communication. Especially the song "Runaway" carries a strong message—leave your comfort zone, take risks, fall and rise. It's those falls and recoveries that shape a person.

Tsveti Radoycheva: How do you deal with life’s challenges?

Maxim Behar: I don’t think too much—I just get up and do what needs to be done. Sure, there are challenges with clients, the team, or even with myself. But I believe every difficulty comes with a lesson. As the Dalai Lama says: "If you lose, don’t lose the lesson."

Tsveti Radoycheva: What do you most often tell yourself?

Maxim Behar: To stay positive and uncompromising with my standards. One must keep developing and do their job with dedication. If you do something good today, you must be ready for a new challenge tomorrow.

Tsveti Radoycheva: Is there a formula for success?

Maxim Behar: There’s no universal formula, but I believe in the Law of the Three S's – Speed, Simplicity, Self-confidence. The faster you make decisions, the younger you are in spirit. And the simpler your life, the more successful you become.

Tsveti Radoycheva: You graduated from Harvard Kennedy School and studied Japanese management—what did you learn from the Japanese?

Maxim Behar: The Japanese management style is very patient and respectful toward people. It gave me a new perspective on employee respect, but also showed how different it is from the results-driven American approach, which I personally prefer.

Tsveti Radoycheva: Tell us about your meeting with Prince Charles. How did you inspire him to visit Bulgaria?

Maxim Behar: During a lunch at St. James’s Palace, I impressed him with a unique presentation of Bulgaria as a "WWW country"—Weather, Women, Wines. That stayed with him, and shortly after, he visited Bulgaria and met with local business leaders, which boosted British interest in our country.

Tsveti Radoycheva: How can Bulgaria become a successful brand?

Maxim Behar: We must show our successes to the world—highlighting young people, positive projects, and our rich culture. I truly believe Bulgaria has a lot to offer, and we, Bulgarians, are its best ambassadors.

Tsveti Radoycheva: What advice would you give to the young people of Bulgaria?

Maxim Behar: Never give up, dream big, and believe that you live in a wonderful country. If your dreams don’t scare you, they’re not big enough.

This conversation is a great example of inspiring dialogue between two individuals with vision, dedication, and a drive for growth. The interview with Maxim Behar is not just a talk—it’s a lesson in life, courage, and leadership.

Watch the full interview here.