Learn to modify an object at the lowest level giving complete control over your objects appearance.
get the most control over your textures by unwrapping your UVs
influence an objects motion with controllers.
lighting can make the difference between amateur and pro. take some time to learn the standard lights in Max.
shadow show details in your scene and anchor objects in the scene. Learn what options you have.
creating complex shapes easily with lofts and sweeps
beautify your objects with materials. change their shininess, reflectivity, opacity, etc.
turn those objects into an image or movie you can share with others by rendering your scene.
creating procedural objects from your 2D shapes.
detailed look at creating shapes and lines in Max