As part of its mission to spread an appreciation for the English language, ASCEUND will soon publish books by its founder Alexander Scharfe.

Releasing 2026

Sorry ’bout that – HOW A WORD LOST ITS MEANING

A book about the word sorry, from its Proto-Germanic roots, to today’s use or rather misuse. A humorous and informative journey through 2000 years of linguistic history. Learn what sorry is and why it isn’t an apology. With practical tips to use sorry in its truest and most impactful sense and to avoid apologies that fall short.

Preorders will be available soon. Stay tuned by subscribing to ASCEUND today.