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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.
Incident Channels as Entertainment: Are We Addicted to Production Fires?

Incident Channels as Entertainment: Are We Addicted to Production Fires?

In the world of software development, there’s an unspoken truth that often goes unnoticed: incident channels have become a form of entertainment for some developers. It’s not uncommon to hear phrases like “the show must go on” or “let’s watch the fireworks” when a production issue arises. But is this culture healthy, or are we developing an unhealthy addiction to production fires? The Allure of Incident Channels At first glance, the idea of an incident channel being entertaining might seem absurd....

May 18, 2026 · 4 min · 669 words · Maxim Zhirnov
Why ‘Explainable AI’ Is Mostly a Comfort Blanket for Management

Why ‘Explainable AI’ Is Mostly a Comfort Blanket for Management

Introduction In the rapidly evolving landscape of artificial intelligence (AI), the concept of “Explainable AI” (XAI) has gained significant traction. The idea is simple yet compelling: create AI systems that can explain their decisions in a way humans can understand. However, despite its appeal, I argue that XAI often serves more as a comfort blanket for management than a practical solution to the challenges of AI adoption. The Allure of Explainable AI The allure of XAI is easy to understand....

May 11, 2026 · 4 min · 644 words · Maxim Zhirnov
Long-term log and event storage: archives, cold storage, and reprocessing

Long-term log and event storage: archives, cold storage, and reprocessing

Introduction Welcome, fellow data enthusiasts, to the thrilling world of log and event storage! Today, we’re diving deep into the murky waters of long-term data retention, exploring the treasures of archives, the chill of cold storage, and the art of reprocessing. So grab your diving gear and let’s plunge in! The Importance of Long-term Storage In the age of big data, logs and events are the breadcrumbs that lead us to insights, the clues that solve mysteries, and the evidence that keeps us honest....

May 8, 2026 · 3 min · 577 words · Maxim Zhirnov
License Wars: Do Developers Actually Care About Anything Beyond MIT?

License Wars: Do Developers Actually Care About Anything Beyond MIT?

Introduction In the vast universe of software development, the choice of license for your code can often feel like a cosmic battle between legalese and practicality. The MIT license, with its simplicity and permissiveness, has become the go-to choice for many developers. But does this mean that other licenses are relegated to the dusty shelves of legal obscurity? In this article, we’ll dive deep into the world of software licenses, exploring why the MIT license reigns supreme, and whether there’s room for other licenses in the developer’s toolkit....

May 4, 2026 · 6 min · 1083 words · Maxim Zhirnov
The practice of a technical journal: logging your decisions and experiments

The practice of a technical journal: logging your decisions and experiments

The importance of keeping a technical journal In the fast-paced world of software development, it’s easy to get caught up in the day-to-day grind and lose sight of the bigger picture. That’s where a technical journal comes in. Keeping a detailed log of your decisions, experiments, and findings can be a game-changer for your productivity and skill development. Why keep a technical journal? Accountability: When you write down your thoughts and decisions, you’re more likely to follow through on them....

May 1, 2026 · 4 min · 658 words · Maxim Zhirnov