Useful Guidelines

After 2022, the IT market has significantly updated and opened up new opportunities for companies. Those who previously focused mainly on development are now expanding their focus on working with demand and growing their customers' businesses. Product quality remains important, but the ability to systematically shape and manage demand plays an increasingly important role. This is becoming the new market standard. When classic sales channels give less predictable results, there is room for new approaches, in particular, for the transition from a service model to more complex ecosystem solutions.

From June 2, 2026, the rules for booking employees have been updated (CMU Resolution No. 692). Now, maintaining the status of a critical enterprise depends on accurate financial calculations. Any error in the figures or delay in raising salaries will automatically lead to the loss of booking. What should a business prepare for and how to act to minimize risks?

Google has started using uploaded photos, audio, and files to train AI. The feature is enabled by default.

Imagine a typical situation on a project: two seniors (let’s call them Igor and Petro) have started a real «cold war» over the choice of architectural approach. One is categorically in favor of microservices, the other defends the monolith. The atmosphere in the team instantly becomes toxic, the overall performance plummets, and the next release is at risk of failure.

When we talk about copyright infringement in the IT sphere, we usually talk about the illegal use of patented designs, technical solutions, or trademarks (which is also not uncommon). However, few people pay attention to violations that can lead to both significant losses and the complete loss of a deal with investors. Moreover, all these risks can be predicted in advance, because most often they arise from the so-called "human factor."

Serhiy Kolozenko, Founder and CEO of Megasite, is convinced that not every contract is equally beneficial for business. In his column, he talks about how to recognize a problematic client even at the negotiation stage, why it is sometimes better to refuse cooperation, and how protecting the team affects the stability of the company.

Oleksiy Galkovich, a IT-worker, who currently serves in the Defense Forces, developed the «Such a Schedule» app for iOS. This solution helps you conveniently advertise to clients on social media about «free windows» in your schedule based on ready-made templates.

After 2022, the IT market has significantly updated and opened up new opportunities for companies. Those who previously focused mainly on development are now expanding their focus on working with demand and growing their customers' businesses. Product quality remains important, but the ability to systematically shape and manage demand plays an increasingly important role. This is becoming the new market standard. When classic sales channels give less predictable results, there is room for new approaches, in particular, for the transition from a service model to more complex ecosystem solutions. Longer sales cycles, higher competition for each lead, and a reliance on paid marketing or outbound marketing are challenges that must be addressed immediately to avoid being left behind. But this is where a new window of opportunity opens—those who are the fastest to reshape their approach to customer acquisition will win.

Communication problems are no longer perceived as a minor inconvenience, as they affect work, study, and even safety. That is why more and more Ukrainians are interested in what PON is and why optics in the apartment is rapidly gaining popularity.

Over the years of working with product teams, I’ve noticed a common misunderstanding. The request «build us a scalable platform» often means architecture only. But this includes the product that the customer uses and everything behind it: servers, analytics, payments, and partner relationships. The tech part is delegated to the development team, and the business part is left «for later.»

Over the past eight years, I have worked with several leading Ukrainian software development companies and helped build and scale their marketing functions. Despite the different sizes of companies, positioning, markets, and business goals, I have consistently seen the same problem: many IT outsourcing companies are looking for one channel that will consistently bring in leads. Some are betting on SEO. Some are betting on LinkedIn outreach. Some are betting on conferences. Some believe that content marketing alone can provide a steady stream of opportunities. But in today's B2B marketing, individual channels are performing worse and worse. Competition is increasing, customers are taking longer to make decisions, and trust is built through multiple interactions with a brand. That's why I stopped looking at marketing as a set of separate activities a long time ago. For me, marketing in IT outsourcing is a system of three areas: ABM, Inbound Marketing, and Branding. Each of them is important individually. But the real result comes when they work together.

In June 2026, Google introduced Search Profiles , a new type of profile for content creators, publishers, and brands. At first glance, it might seem like just Google’s own version of Linktree. But if you look closely, the launch of Search Profiles could be one of Google's most important steps towards search built on entities, not websites.

Most financial losses in business happen according to one scenario. The team is guided by intuition, copies competitors' features or relies on "iron logic" - and launches a product, a new service or a major update. And after the release it becomes clear: the audience does not care, or cares in a completely different way, or they think in different categories and buy according to their own, unknown scenarios. At best, the company loses several months of work. At worst, the budget is drained, and the team loses motivation to make any changes. And the most annoying thing is that many of these mistakes can be caught earlier - before the engineers write the first line of code, and marketing starts to "speed up" what doesn't work.

There are more teammates, but the processes are not improving at all. In such a situation, it is difficult for many to admit that headcount does not equal efficiency, let alone team maturity. In this article, I will talk about a common problem for many engineering teams — loss of efficiency during scaling. My work as Head of Development Department at UPSTARS, a rapidly growing company, involves direct work with the challenges that will be discussed below. Let’s get started, shall we?

A website is a digital asset of a brand. It becomes a full-fledged asset when it starts to consistently generate measurable cash flow and reduce the cost of customer acquisition. This is usually noticeable through a few key changes.

While everyone is arguing whether AI will replace programmers and marketers, another interesting story is beginning in e-commerce: artificial intelligence in online stores is gradually turning into a system that independently performs tasks within the retail business. Today, the topic of AI agents «under the hood» is actively developing. This is not just a separate tool that is installed on a website, but a solution under the hood of an online store. Let’s take a look at why AI agents are so special.

A few months ago, VARUS received a letter from a hacker. It may sound like a reason to panic, but it is actually an example of how «white hacking» can benefit businesses and society as a whole.

TL;DR: In 2026, Google (via Lighthouse) and Cloudflare (via Agent Readiness Score) introduced a separate metric — how suitable a site is for interacting with AI agents. Of the 200,000 most popular sites in the world, less than 4% have implemented basic standards. This is not the «new SEO», but a separate technical layer. Whoever gets into the topic now will get an advantage that will no longer be there in a year.

For several years I have been building GTM strategies for B2B SaaS to enter a new market, projects, from AI agents to automation platforms. These were not hypotheses, but full-fledged operating systems: ICP, messages, channels, quarterly budget, lead tracking, media, events, conferences, all this had to be pulled into one framework. In parallel, I mentored startups in accelerators and spoke at Pitch Days. And time and time again I saw the same thing. The team thinks that the go-to-market strategy is to choose channels and «test». And then they wonder why there are zero deals in 6 months. Warning: if you are looking for confirmation that your current approach is correct, you may not like this article.

The real Exclusion Zone now begins behind the supermarket checkouts. The appearance of black packages with the STALKER 2 logo in ATB provoked a real fever among fans: stocks designed for two months evaporated in two weeks. Now, to collect a full almanac of 48 cards, stalkers have to bypass speculators in the "Wild Territory" of marketplaces, use fan PDA applications for trading and arrange blind dates. We immersed ourselves in this community and learned why adult uncles are ready to do anything for card number 3 and learned their incredible hunting stories.