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My name is Maksim Zhirnov. I’m a Growth Marketing Expert & MarTech Engineer. I help tech companies scale through data-driven marketing strategies, powered by my engineering background. I love building marketing systems that drive growth and sharing insights on the intersection of technology and customer acquisition.
The Most Dangerous Phrase in Engineering: "We've Always Done It This Way"

The Most Dangerous Phrase in Engineering: "We've Always Done It This Way"

The phrase sits in your codebase like a time bomb with a burnt-out LED timer. Nobody remembers who installed it, why it’s there, or when it became “the way things are done.” But there it is—legacy patterns, architectural decisions, and processes that have calcified into absolute truth simply through the passage of time and institutional inertia. The most dangerous phrase in engineering isn’t a syntax error or a null pointer exception....

February 5, 2026 · 9 min · 1755 words · Maxim Zhirnov
Designing a Modular Monolith Architecture That Survives Microservice Hype in 2026

Designing a Modular Monolith Architecture That Survives Microservice Hype in 2026

If you’ve been scrolling through tech Twitter lately, you’ve probably encountered the modern engineer’s equivalent of a religious war: microservices versus monoliths. One camp insists that monoliths are dinosaurs headed for extinction. The other swears by the simplicity of a single codebase. Meanwhile, neither side is talking about the architecture that’s quietly winning in production environments across the industry: the modular monolith. Here’s the thing about hype cycles: they’re excellent at obscuring practical truth....

February 4, 2026 · 14 min · 2960 words · Maxim Zhirnov
Why You Should Delete Half Your Jira Tickets Right Now

Why You Should Delete Half Your Jira Tickets Right Now

There’s a metaphorical graveyard living in your Jira instance right now. Somewhere between the “In Progress” column and the depths of your backlog, there’s probably a ticket created three years ago about “Investigate potential performance improvements” that nobody’s looked at since the Great Refactoring of 2023. Maybe there are fifty like it. Maybe there are five hundred. I’m going to make a controversial statement, and I’m ready for the angry comments: you should probably delete most of them....

February 4, 2026 · 10 min · 2043 words · Maxim Zhirnov
Tiny Automation Scripts That Save Weeks of Work Per Year

Tiny Automation Scripts That Save Weeks of Work Per Year

Remember that mundane task you did yesterday? The one that took fifteen minutes and made you want to scream into the void? What if I told you that a five-minute script could eliminate it forever? Not metaphorically—literally every single day for the rest of your life. The beautiful irony of automation is that we often spend more time complaining about repetitive tasks than it would take to automate them. But here’s the thing: the payoff isn’t just about reclaiming those fifteen minutes today....

February 3, 2026 · 11 min · 2175 words · Maxim Zhirnov
Why Full-Stack Developers Don't Really Exist (and Why We Pretend They Do)

Why Full-Stack Developers Don't Really Exist (and Why We Pretend They Do)

The Job Posting That Started It All You’ve seen it a thousand times. A company posts a job listing with the following requirements: “We’re looking for an experienced Full-Stack Developer! You should be proficient in React, Vue, Angular, Node.js, Python, Java, AWS, Docker, Kubernetes, PostgreSQL, MongoDB, Redis, GraphQL, REST APIs, microservices architecture, DevOps practices, and ideally have some experience with machine learning. Must be comfortable working independently and leading a team....

February 3, 2026 · 9 min · 1742 words · Maxim Zhirnov