Maxim Behar: "I haven't seen a happy emigrant; I've seen many successful emigrants..."

Conversation with Andrey Arnaudov on the occasion of the upcoming career forum in Berlin on April 13th - "Career and Life - Why in Bulgaria," where Maxim Behar will be a speaker. The event is part of the "Bulgaria Wants You" initiative and aims to inform Bulgarians abroad about the opportunities for development in their homeland

Host (Andrey Arnaudov): Good evening to Maxim Behar, whom you already know; I have known him for over 20 years. We recently calculated that we have known each other for at least 21 years.

Maxim: Exactly. Hello, Andrey. It's always a pleasure to see you. This is Andrey and Maxim, unofficial.

Host: Exactly. I hope it stays unofficial, but it's crucial to really prepare the attendees for what is waiting for them in Berlin on April 13th, where you'll be our speaker. So, perhaps the most logical initial question is... you've had numerous opportunities to live abroad, and you've done so. Why did you choose to stay in Bulgaria?

Maxim: It's quite simple. And I want to say that it's not just because Bulgaria is my homeland and we have mountains, forests, beaches, and everything else... It's because there's a fantastic environment here. There are plenty of conscientious people whom I enjoy interacting with. Besides, my family is here – my children, everyone. And, of course, my mother, who is 91 years old and in good health. But the most significant factor is that this is my environment. Having traveled to over 65 countries worldwide, I've met Bulgarians nearly everywhere and haven't encountered a happy immigrant yet. I've seen successful individuals who have achieved remarkable things, own great companies and live comfortably. However, this probably applies to every country, not just Bulgaria, whenever Bulgaria is mentioned.

Host: But do you truly believe there are no happy immigrants?

Maxim: Oh, certainly. There are successful ones who have started families. Because the decision not to live in Bulgaria is highly personal, it's not only about driving a better car or buying a house; you can fall in love, live in a dorm, work as a taxi driver, or sweep the streets and still be happy. However, there's always a corner of your mind reserved for Bulgaria. I've had many opportunities to live abroad. I studied overseas, and ten years ago, I managed a large American company in Prague.

Host: Did you also live in Poland? For how long?

Maxim: I lived in Poland for four years; my daughter was born there. Unlike many others, I believe Bulgaria offers abundant opportunities, numerous chances, and, most importantly, remarkable people. Allow me to share a story about Prince Charles; about 15 years ago, when he was a prince, we had a conversation, and he asked me, "What's the most important thing about Bulgaria? How would you promote it and make people recognize it?" I replied, "Your Highness, you are wiser and more knowledgeable than I am. What do you think is the most crucial aspect of Bulgaria?" And he responded, "Well, I know you have mountains, beautiful nature, my cousin King Simeon lives there, and so on..." To which I replied, "No, none of these things can sell Bulgaria... It's the people." Only the people.

Host: I recently interviewed the entrepreneur Hristo Popov, and we discussed this exact topic – the environment. Okay. Do you believe it's easier to find happiness in Bulgaria than elsewhere in the world? While we all believe so, since we are sitting here. Knowing the business and work opportunities available in Bulgaria, many people say, "I don't like the environment here. The cultural behavior, the manners, the way we behave." When I asked Hristo Popov about this, he said, "Have you ever been to Oktoberfest?"

Maxim: Not just Oktoberfest.

Host: So, what do we say to those who've left Bulgaria not because of the financial opportunities but because they don’t like the environment? Because you emphasized that people are Bulgaria's most valuable asset.

Maxim: Well, yes, but that's just my opinion. Others may have different views. And it's not just about Oktoberfest. They can attend rock festivals like Glastonbury and see what happens there, along with many other events where fields are full with people drinking uncontrollably.

Host: Somehow, we have a low self-esteem. That's what I'm trying to point out.

Maxim: Look, there are historical circumstances and dependencies for a country like Bulgaria. Firstly, we were under the rule of an empire for a long period, dominated by a religion that we might not view as very progressive. I'm referring to the Islamic religion. With the utmost respect, I have many friends from Turkey, Iran, Iraq, and beyond. However, during those years, roughly from the 13th to the 18th centuries, religion used to hold excessive influence. It’s natural that those marks are still staying within us. On one hand, they set us apart from those under Christian influence, whether Eastern Orthodoxy or Catholicism. On the other hand, we endured nearly 50 years of living under a totalitarian regime. Half of my life was spent in that environment. It was a regime with travel restrictions, bans on listening to various rock bands, particularly Western ones. The oranges in the shop were something we could have only imagined. I remember vividly when my father once brought an orange to Shumen I hadn't seen anything like it before as a 6-7-8-year-old. So historical circumstances make us uncomfortable in a market environment. We're all part of a market environment and value competition because it drives improvement. Many envy others, and even within my company, I sometimes remind them: "Don't envy the competition. Learn from them and do better. But don't envy them." This market mentality is lacking among young people in Bulgaria, whether we refer to Gen Z or the previous generation.

Host: Does this mentality still exist when Bulgarians go abroad? Is there a market mindset there? Because there, we're prepared to do anything. Here, for instance, there are certain jobs we might feel ashamed of. In the West, we are not ashamed of any work.

Maxim: But there is nothing else there. In Bulgaria, at least, we have our parents, our village, the jars, and preserves... There's always someone who will help you. Friends, community... You can somehow become a bit, let's say, lazy. Or relax. Or you might think, "This is my country. How can I not find a job in my own country? I don't want it to sound bad, however, these are the remnants of a very strong but misunderstood social mindset. That you see, we live here and the state should provide this and that for you. The transportation should be superb. The yellow brick roads should be made like in the fairy tales. The sidewalks should be sparkling.

Host: In other words, while living in Bulgaria, we have high expectations and demands from the state. However, when we go abroad, we lack such expectations and rely on ourselves.

Maxim: Exactly. Because it's not our state. How would you react when visiting Milan or Rome and encountering broken sidewalks, exclaiming, "Look at this! How can such a thing happen? Where is the municipality, the mayor, and so on..." Abroad, we've encountered many successful Bulgarians content in their work and family lives. Yet, they seem less engaged in improving the situation. How can we fix Spain or Italy? In Bulgaria everyone wants to fix Bulgaria. As my good friend Solomon Passy says, there are 7 million Bulgarians; if each person fixes one thing, whole Bulgaria will be fixed. However, we're still rooted in the mindset of questioning, "How can there be broken tiles on my street, and who's responsible..." It might take generations, but I'm confident that those living in Milan, Vienna, Frankfurt, or our beloved Berlin – where we'll gather on April 13th – will eventually adopt a similar outlook, just as the locals do. You have to work, earn money, pay taxes, your taxes, offer fair wages to employees. This is how you contribute the most. And if you fulfill these responsibilities, the tiles will be fixed, the roads will be paved, And everything else we are dissatisfied with, such as power outages, this and that. These issues occur everywhere. But somehow, in our social consciousness, we believe that the state should handle everything, and we shouldn't handle anything. And that's simply impossible.

Host: However, those in Berlin might argue that the streets are well-maintained there, most likely because they're well-maintained in Berlin, unlike in Spain, Greece, or Italy. There, there are rules. Why should they come here and deal with the disorder in this? Let's be honest – Bulgaria, Greece, Spain, Italy, and Portugal will always be more chaotic than Germany, Norway, Finland, and Sweden.

Maxim: I've never categorized Europe into Eastern and Western; I see it as Northern and Southern. Doing business in Sweden, Norway, or Denmark is a lot different than doing business in Bulgaria, Spain, Portugal, and other southern countries because we, as individuals, hold different emotions. We lack the market mentality that we have to be better than everyone else to succeed. As for individuals in Germany, we'll approach them and say, "Come back, come, work with us; Bulgaria Wants You." Returning to Bulgaria is a deeply personal decision. It's our duty, our aim – not only in Berlin but also in the initiatives you and Ivan are doing – big respect for all of these endeavors across different countries. What we need to say to them, however, is our perspective on Bulgaria. Nothing more. What we've achieved, how we've achieved it.

Host: Well, since your business aligns precisely with what ‘Bulgaria Wants You’ is doing. As PR, why is Bulgaria bringing out more bad news about itself? Why does the media portrays Bulgaria as a worse place than it really is? You can show it as sweeter, which is not accurate, but you can show it as worse, which is also not accurate. Somehow, why do we always bring the bad news to the forefront?

Maxim: It's not just Bulgaria. In journalism, there is a golden rule. Good news, no news. By the way, for 30 years, during socialism, we only had good news. This factory, this brigade for socialist labor, this shop, these good people...

Host: And that didn't work much, I think...

Maxim:  We lived in an invented sweet world where we said to ourselves, " Oh, what wonderful news, this is so nice." That was until November 10th. On November 10th, communism fell, and on November 11th, we saw that nothing was true.

Host: Yes, but now we are in the other extreme. Is there any way to find some middle ground?

Maxim: Imagine, for instance, my friend Hristo Popov suggesting we tune into Oktoberfest. I would ask you to switch on CNN for a couple of hours. The essence is the same. Whether in America or anywhere else globally, it's the unsettling news that captures people's attention – the news that isn't all sunshine and roses, but rather alarms us. And we're all drawn to it. Indeed, Bulgaria produces plenty of news, yet much about the country remains unknown; its positive aspects aren't as widely recognized as they should be. This is largely due to the political chaos and lack of coherent messaging from successive governments, causing Bulgaria to lose sight of what it should be promoting internationally. Just observe the videos shown on international television, if shown at all. We market our spa centers, though somewhat in a comical manner, urging Germans, Italians, or Spaniards to take part. We sell our mountains and forests, perhaps even a bit like Aleko Konstantinov – proudly Bulgarian, showcasing our surfers and beaches, but the reality is different. Firstly, Bulgaria has maintained the lowest taxes in Europe for 15 years now, a barely known fact. If I were to contribute to Bulgaria's improvement, I'd focus on highlighting its business opportunities, its attractive tax rates, and the abundance of skilled professionals it possesses.

Host: What should we prioritize selling? Pragmatic ideas or the emotions of Bulgarians living abroad and the foreigners we aim to attract?

Maxim: I lean more towards pragmatism, with a touch of emotion. We should gently remind them: "You're Bulgarian; this is your environment. Come, at least take a look. You might not necessarily start a business, but Bulgaria holds a significant advantage that many of our compatriots abroad don’t know. To me, Bulgaria stands out as the only European country with such diverse niches. Here, you can arrive with around 50,000 euros in your pocket or bank account and kickstart a business. This is nearly impossible in countries like the Czech Republic, Poland, or Denmark.

Host: Do you genuinely believe that?

Maxim: Absolutely, without a doubt. I know individuals who have done it.

Host: No, I mean, do you believe it's not possible there with 50,000 euros?

Maxim: It's certainly possible elsewhere, but it comes with far greater challenges and competition. I've lived in Prague for 4-5 years and led an American PR company there, but the market dynamics are entirely different. It's fiercely competitive and highly intelligent, with competitors from all sides. Achieving success there requires much more effort than in Bulgaria. However, the rules of the game are completely different there. There are established market norms. Nevertheless, I still believe that Bulgaria's market isn't as mature in terms of competitiveness. Someone from abroad, armed with their knowledge, language skills, and understanding of local customs, can find success here very quickly.

Host: Let me share a story. I've mentioned it on television before. When I was 18 or 19, my mother and I visited California. We went to the beach where "Baywatch" was filmed. I was shocked because neither the women nor the water matched my expectations from the series. The water was brutally cold, and it occurred to me that everything is about marketing. It's about how you present a country or culture. However, in Bulgaria, we seem to struggle to sell ourselves this way. We deeply believe that Bulgaria isn't okay as a country and that something is always lacking. Recently, I've been shocked by the negativity towards known figures like Ivan and me. It's something I am used to, but It shocks me, however, when the hate is at its peak. Do you know when it's at its peak? When I record a video talking about some good things about Bulgaria. That it's a great place, that it offers business opportunities. I had reported a piece of news on EuroNews that Bulgaria is in the top 5 of the best places to start a business in Central and Eastern Europe. There were over 250 negative comments about it. 'Who are you, who paid you, disgusting place, how awful Bulgaria is...' Why is such nihilism ingrained in us towards what we ourselves have?

Maxim: There's an explanation. The transition period was hard. A total misunderstanding of market dynamics marked it, what we refer to as the "Videnov winter," and numerous cases of corruption, crime, and gang wars. It's natural for a significant portion of society to feel disoriented. Currently, we tend to notice more negatives than positives, which is a wrong perspective, I'd say. Let me challenge anyone on that. About ten years ago, my daughter Ralitsa stormed into my room while I was working and said, "Do you see this ignorant fool? How dare he speak about Bulgaria like that..." I was confused... She was referring to a British politician, Nigel Farage, who was advocating for Britain's exit from the EU. On a television show, Farage made disrespectful remarks about Bulgaria, painting it as a country with a €100 average salary, overrun by Roma people, and with theft. Ralitsa, having graduated in Scotland, had a personal connection to Bulgaria and was outraged by his comments. She wrote him an open letter, which got published in The Times and The Guardian. The hate that followed was overwhelming.

Host: From Bulgarians directed at her?

Maxim: From Bulgarians. Wait, how do they perceive the good? Mafia and all that. Because we didn't grow up with that mentality. We tend to focus more on the negatives, somehow assuming that the positives are a given, something we're entitled to, something that should come to us without effort. But we easily notice the bad, yet that's not a tragedy. It will change with the next generation.

Host: Exactly what I wanted to ask.

Maxim: Our responsibility, yours, mine, and that of many others in Bulgaria who run businesses, is to conduct our affairs diligently. When we pay taxes and salaries, according to my belief, things will improve. If we adopt a positive outlook, our lives and those of the people around us will be positively impacted. But this positivity shouldn't be superficial; it must be grounded in skills. In my opinion, the success of individuals worldwide can be summarized by a simple formula: skills multiplied by effort multiplied by focus. You must possess skills; you can't expect to achieve something significant without them, whether it's becoming a surgeon, a pilot, or a TV presenter. Effort is crucial; you must strive to develop those skills and concentrate fully on your endeavors. However, it's essential to note that this is a multiplication; if any of these factors is zero, the end result will be zero. A positive outlook on life can start small; even if you find just one positive thing out of ten, nurture it and let it grow. For instance, in my company, when conducting interviews, I have only one criterion for candidates – a sparkle in the eyes. That's it. I constantly observe the candidates' eyes to discern if there's ambition, a drive for development, a desire to contribute meaningfully to this world.

Host: What percentage of people under 35 work in your office?

Maxim: 95%.

Host: What's your impression of them? Because most likely, those will be the individuals in Berlin, in the audience, 90% or at least 80%. I'm curious to know your thoughts on the young people in your office in Bulgaria and whether you anticipate any differences in those who will go to Berlin.

Maxim: I expect the individuals who go to Berlin to be similar to those who work in our company. They are exceptional individuals – educated and knowledgeable. When you ask them something, they don't say, "I don't know," or at least the majority don't. They say, "Wait, let me Google it," within three minutes, they provide insights you might not have known. It's a completely different generation. When my colleagues and I, as managers, discuss and they point out, "Look, Max, this person... they're not putting in the effort," I always remind them, "Hold on, it's not them who need to change; it's us." We're witnessing the clash of two or three generations, and we must understand that the upcoming generation won't change – nor should they. They're living a different life altogether, one of relative ease. They didn't face the same hardships we did, and that's a blessing. They shouldn't have to change, but they do need to find their place, and that's solely dependent on us within the current market environment. Maybe it's a bit of a mistake, but I hold the market environment in high regard; I see it as the engine driving every society.

Host: That's entirely understandable.

Maxim: I believe politicians have become obsolete in our modern society. The current political system isn't functioning effectively, and we witness this not just in Bulgaria but globally.

Host: It's a worldwide issue.

Maxim: Indeed, it's one of the paradoxes of modern society. Everything has evolved. We have social media now, with over 4 billion media owners worldwide, something unprecedented. Every individual is a publisher, an editor, contributing content to this vast media landscape. We're all essentially 4 billion publishers and editors. Moreover, with everyone sharing news on social media, we also have 4 billion reporters. In this new environment, everything has changed except the political system, which remains stagnant. It's absurd that in the midst of all this technological and societal revolution, our political system remains unchanged. Every four years, we cast our votes, watch politicians on the news, with all due respect to many of them, but the system itself doesn't work.

Host: Alright, but isn't there a risk in creating individuals accustomed to an easy life?

Maxim: We've all heard the tale of how an easy life breeds individuals who struggle with adversity. However, in 2024, the world has fundamentally changed, especially after COVID. The challenges we face now are far greater. We're yet to fully comprehend the impact of COVID. If we rewind ten years back, we'd distinguish between the pre-COVID era of 2019 and the post-COVID era of 2022. The world has changed, and we must adapt. We can't sit in our offices lamenting the changes; instead, we must find ways to navigate through them and improve our circumstances. This upcoming generation, the young, intelligent individuals we'll see in Berlin, who have studied and worked abroad successfully, represent hope. I want to tell them, "Come to Bulgaria and see what's happening." Here, you can find your place, perhaps even start your own business more easily. Bulgaria offers numerous opportunities and niches. Look at the successful startups emerging from Bulgaria. I admire these individuals who start from scratch and succeed beyond imagination. They don't sit around complaining about the country; they roll up their sleeves and get to work.

Host: There's always a way, isn't there? That's your belief.

Maxim: Absolutely. For me, successful individuals are simply happy people. That's the only true measure of success. Wealth, possessions, they're all part of life, but they don't guarantee happiness. What's the point of having everything if you're unhappy, unloved, without vision or purpose? Happiness is paramount. We have almost two million Bulgarians living abroad. We want them to find happiness in Bulgaria, but ultimately, it's their choice.

Host: Let's conclude with this because above all, we believe everyone deserves to be happy. And here, it might be a bit easier. So, on April 13th in Berlin, we'll learn together how to find happiness in Bulgaria. That's it. Thank you, and see you soon! Until April 13th.

Maxim: Thank you, and I eagerly await seeing you in Berlin on April 13th.

You can watch the full interview here.