this was already pointed out, but when you choose what goes on the bump node. You have to make sure you pick normal bump, not bump. Then set it to 100.
Yup. So the image on the left is using a standard material with the map in the bump slot right? You have to select normalsbump then put the map in that.
In 3ds max, the default normal bump value is set at 30. Try cranking it up to 100 if you haven't done so already. Also, turn on hardware lighting and hardware shading + maps. The hardware lighting can be found in the settings on the upper left part of the viewport. The hardware shading + maps can be found in your material…