Awwww, he's a cutie!!

The most important thing to remember while training him not to jump is to NEVER let him get rewarded for it. So let everyone around you know that you are teaching him not to jump and although its cute now, they should ignore him when he jumps on them. You'll have to make Max aware that if he jumps, nothing good will come. But if all four feet are on the ground, he'll get lots of loving Remember that when he's jumping he wants attention, and he might not even mind if its negative attention as long as its attention. So I would turn your back and ignore him when he jumps. Cross your arms and look up. As soon as he plants all four feet on the ground, praise him calmly (if you get too excited, he'll jump again).

You can also get him on a leash and step on the leash so he can't jump up. Just stand there and give him treats and praise for sitting there. You can start loosening your foothold on the leash slowly to see if he still stays put.

A good thing to do would be to teach him the sit command if he doesn't already know it. That will give him an alternative to the jumping. Instead of just teaching him he can't jump, he needs an alternative behavior. Show him that you would like him to sit when he wants human attention.

If he gets rewarded for jumping just once during your training, he will keep trying and trying thinking that he may get away with it again sooner or later. If you think about it, its like Vegas casinos. People are rarely rewarded yet they sit there pulling and pulling the levers hoping for a win.

Good luck!