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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.
Recognizing the Right Time to Split Functionality into a Separate Service

Recognizing the Right Time to Split Functionality into a Separate Service

Introduction Deciding when to split functionality into a separate service is a critical decision in software architecture. It can significantly impact the scalability, maintainability, and overall success of your application. In this article, we’ll explore the key indicators that suggest it’s time to consider splitting your functionality into a separate service, and we’ll provide practical guidance on how to do it effectively. Why Split Functionality? Splitting functionality into separate services offers several benefits:...

June 12, 2026 · 5 min · 879 words · Maxim Zhirnov
Tech Debt as a Competitive Advantage in Fast-Moving Markets

Tech Debt as a Competitive Advantage in Fast-Moving Markets

Introduction In the whirlwind of fast-moving markets, where agility and speed often trump perfection, the concept of technical debt (or tech debt) has evolved from a necessary evil into a potential strategic advantage. This article delves into how and why tech debt can be leveraged to gain a competitive edge, providing practical insights and examples for developers and decision-makers. What is Tech Debt? Tech debt refers to the implied cost of additional rework caused by choosing an easy (and potentially less optimal) solution now instead of using a better approach that would take longer....

June 8, 2026 · 3 min · 622 words · Maxim Zhirnov
Designing Meaningful Health Checks That Reflect Real System Status

Designing Meaningful Health Checks That Reflect Real System Status

Introduction Health checks are the heartbeat of any reliable system. They provide essential insights into the operational status of services, allowing for quick identification and resolution of issues. However, not all health checks are created equal. A poorly designed health check can give a false sense of security or, worse, lead to unnecessary downtime. In this article, we’ll explore how to design meaningful health checks that truly reflect the real status of your system....

June 5, 2026 · 4 min · 696 words · Maxim Zhirnov
The Case Against ‘Passion’ in Job Descriptions for Developers

The Case Against ‘Passion’ in Job Descriptions for Developers

The Case Against ‘Passion’ in Job Descriptions for Developers In the world of tech recruitment, the word “passion” has become a buzzword that often appears in job descriptions targeting developers. It’s used to describe the level of dedication and enthusiasm expected from candidates. However, I argue that this term is not only misleading but also potentially harmful to the hiring process and the developer community as a whole. Why “Passion” Can Be Problematic It’s Subjective and Vague: What one person considers passionate, another might view as merely competent....

June 1, 2026 · 4 min · 659 words · Maxim Zhirnov
Consumer-driven contract testing for distributed systems

Consumer-driven contract testing for distributed systems

Introduction In the realm of distributed systems, ensuring that services interact seamlessly is akin to conducting a symphony where each instrument must play in harmony. One powerful approach to achieving this harmony is through consumer-driven contract (CDC) testing. This method helps maintain the contractual obligations between services, ensuring they communicate effectively without stepping on each other’s toes. What is Consumer-Driven Contract Testing? Consumer-driven contract testing is a method where the consumer (the service using an API) defines the contract, specifying what it expects from the provider (the service offering the API)....

May 29, 2026 · 3 min · 620 words · Maxim Zhirnov