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.
Pragmatic Observability on a Budget: Mastering Metrics, Logs, and Traces Without Breaking the Bank

Pragmatic Observability on a Budget: Mastering Metrics, Logs, and Traces Without Breaking the Bank

I remember the day our production system went down at 2 AM. Our CEO asked, “What happened?” and I had three options: look at dashboards that showed nothing useful, dig through terabytes of logs with grep, or pray. Spoiler alert: I prayed. And that’s when I realized we’d been doing observability all wrong. Fast forward to today, and observability has become the holy grail of modern engineering. But here’s the dirty secret vendors won’t tell you: you don’t need a six-figure annual contract with a SaaS platform to have decent observability....

February 14, 2026 · 15 min · 3143 words · Maxim Zhirnov
Self-Hosting Everything: Indie Hacker Independence or Self-Inflicted SRE Job?

Self-Hosting Everything: Indie Hacker Independence or Self-Inflicted SRE Job?

There’s a romantic notion that lives rent-free in every indie hacker’s head. You’re sitting at 3 AM, coffee getting cold, your side project just crossed 1,000 users. The dopamine hits differently when you know it’s yours—every line of code, every server decision, every scaling challenge. This is the dream, right? Total independence. Complete control. Freedom from the tyranny of cloud provider pricing that punishes you the moment your product gains traction....

February 14, 2026 · 13 min · 2694 words · Maxim Zhirnov
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