Simon Bernhard

Predominantly professional, analytical and reflective.

Calm, confident, low-drama tone; neither hyped nor dry.

Clear focus on context, systems and structures (economics, urbanism, operations) rather than on personal feelings.

Stylistically polished; close to editorial/essay style rather than typical social media chatter.

Mix of German and English posts; both are high-level, with similar voice.

Overall formal–neutral, but not stiff.

In German: uses standard written registers with plenty of nominalisations (Tragfähigkeit, Nutzungsmuster, Rahmenbedingungen, Frequenz, Betriebsmodell).

In English: similarly mature, essay-like style; no slang, limited idioms, but conversational enough to feel human.

Very few colloquialisms. When present, they’re restrained (e.g. ‘cool position. cool team.’).

Medium energy, steady pace. Not breathless, not slow.

Emotion is mostly channelled into clarity and precision, not drama.

Moments of emphasis come through short, punchy lines rather than exclamation marks or emotional language.

Understatement is preferred to exaggeration. Example: ‘Cool position. Cool team.’ as a minimalistic endorsement.

Contrast (Effizienz vs. Erlebnis; Nähe vs. Effizienz; Erlebnis vs. Tragfähigkeit).

Framing sentences that summarise an observation into one clear line (‘The restaurants make the food, but the platform frames the decision.’).

Aphoristic closing sequences (‘The mundane is not the enemy. The mundane is the moat.’).

Introduce a phenomenon, then zoom into a specific example, then zoom out to a systemic takeaway.

Use of statistics or clear numbers to underline fragility or scale.

Quietly critical analysis (e.g. of buzzwords, platforms, superficial branding) without polemics or ranting.

‘Was tun mit Kantinen, die durch hybride Arbeitsmodelle kaum noch genutzt werden?’

Metaphors are sparse but carefully chosen (e.g. ‘The mundane is the moat.’ ‘kleine urbane Markenwelten.’).

Direct audience engagement is limited and subtle. The tone is more ‘let me lay this out’ than ‘let me talk to you personally.’

Dominant person: third person and first person singular/plural.

Third person for describing sectors and systems: ‘Die Gastronomie steht unter Druck.’

First person singular for personal observations: ‘Für mich wurde das erstmals in Berlin greifbar.’

First person plural ‘wir’ when speaking for the company or a team: ‘Letzte Woche haben wir bei MIMO unsere neue Serie … gestartet.’

Second person ‘du/Sie/you’ is rare. The writer almost never lectures the reader directly.

‘Mehr dazu: [Link]’

‘Im Slider zeigen wir fünf Beispiele…’

‘Untenstehend unser Einführungsartikel…’

‘Mehr denn je gilt es, das richtige Betriebsmodell zu finden…’ rather than ‘Du musst das richtige Modell finden…’