Hi there 👋

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.
Real-Time Analytics: When Streaming Systems Are Worth the Cost

Real-Time Analytics: When Streaming Systems Are Worth the Cost

You know that moment when someone asks “do we really need real-time analytics?” in a meeting, and everyone stares at their laptops awkwardly? Yeah. Let’s fix that conversation with some actual data. Here’s the uncomfortable truth: real-time analytics systems are expensive. They demand infrastructure, operational complexity, and specialized talent that doesn’t grow on trees. But they’re also the difference between catching fraud in milliseconds versus discovering it three days later when your accounting team notices something weird....

February 13, 2026 · 10 min · 2008 words · Maxim Zhirnov
Code Coverage Is a Vanity Metric: Why Chasing 100% Is a Waste of Time

Code Coverage Is a Vanity Metric: Why Chasing 100% Is a Waste of Time

Ever sat in a meeting where someone triumphantly announced: “We’ve achieved 87% code coverage!”? Everyone nods approvingly, as if they just landed a rocket on Mars. Meanwhile, in the codebase, a bug that could have been caught by a proper test just slipped into production. Welcome to the paradox of code coverage—the metric that makes you feel productive while your software quietly falls apart. Let me be brutally honest: code coverage as a target is a vanity metric, and chasing it is one of the fastest ways to sabotage your codebase while maintaining the illusion of quality....

February 13, 2026 · 14 min · 2915 words · Maxim Zhirnov
Modern HTTP Stack in 2026: HTTP/3, gRPC, WebSockets, and When to Use What

Modern HTTP Stack in 2026: HTTP/3, gRPC, WebSockets, and When to Use What

If you’ve been building web applications for the past five years, you’ve probably felt like a time traveler watching HTTP evolve. One moment you’re debugging WebSocket connection drops, the next you’re discovering that gRPC exists and makes your REST API look like a horse-drawn carriage. Now we’ve got HTTP/3 entering the chat, and honestly? It’s time to have a serious conversation about which protocol actually deserves real estate in your architecture....

February 12, 2026 · 10 min · 2026 words · Maxim Zhirnov
Should Engineers Have a Say in Product Strategy—or Just Ship Tickets?

Should Engineers Have a Say in Product Strategy—or Just Ship Tickets?

The Programmer in the Cave is Dead (But Nobody Told Most Teams) There’s a mental model that’s been haunting tech companies for decades. You know the one: the brilliant programmer, isolated in their cave, receives a ticket, implements the solution exactly as specified, and ships it. Clean. Transactional. Utterly pointless. Here’s the uncomfortable truth: if that’s how your engineering team operates, you’re leaving massive amounts of money on the table. Not because engineers aren’t shipping code—they are....

February 12, 2026 · 9 min · 1763 words · Maxim Zhirnov
When Local LLMs on Your Laptop Are Worth the Trouble

When Local LLMs on Your Laptop Are Worth the Trouble

There’s a peculiar moment in every developer’s journey where they realize they’ve been paying cloud providers to think for them. If you’ve found yourself squinting at your monthly API bills or paranoid about sending your code snippets to third-party servers, you might be wondering: can I actually run these AI models on my laptop without it melting? More importantly—should I? The short answer is yes, and increasingly, the pragmatic answer is: it depends, but probably more often than you think....

February 11, 2026 · 7 min · 1480 words · Maxim Zhirnov