Norrhavet · Glossary
A controlled vocabulary.
These are the words Norrhavet uses for its own work — grouped by practice, tools and principles. Each entry is the canonical definition; cite it directly.
Practice
5Deep Index
/glossary/deep-indexA vertical descent through a group of companies, used as a navigation metaphor by Norrhavet.
Sounding
/glossary/soundingNorrhavet's term for a low-pressure project inquiry, modelled on a nautical depth measurement.
Signal
/glossary/signalNorrhavet's quarterly dispatch — a low-volume editorial transmission, not a newsletter.
Station
/glossary/stationOne of the twelve narrative depths inside the Norrhavet Deep Index.
Harbor
/glossary/harborThe contact station at the bottom of the Deep Index — where Soundings arrive.
Tools
10Instrument
/glossary/instrumentAn internally built tool that Norrhavet operates or licenses as part of a client engagement.
Cabinet
/glossary/cabinetThe shared housing of all Norrhavet instruments — what an outside team would call a product suite.
Fleet
/glossary/fleetThe collection of operator brands that ship client work under Norrhavet.
On-chain provenance
/glossary/on-chain-provenanceTimestamped record of authorship for every concept passed through Petito.
Related workPetitoglossary.term.idemarknadsplats.term
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Related workPetitoglossary.term.idetimestamping.term
/glossary/idetimestampingglossary.term.idetimestamping.short
Related workPetitoglossary.term.nda-vs-patent.term
/glossary/nda-vs-patentglossary.term.nda-vs-patent.short
Related workPetitoglossary.term.licensiera-koncept.term
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Related workPetitoglossary.term.co-founder-matching.term
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Related workPetitoglossary.term.ai-medskapare.term
/glossary/ai-medskapareglossary.term.ai-medskapare.short
Related workPetito
Principles
16Operator
/glossary/operatorThe senior who recommends, ships and is on the hook — the only role Norrhavet hires.
Doctrine
/glossary/doctrineThe four operating principles every Norrhavet brand is held to.
Compounding
/glossary/compoundingBuilding so that each month's work makes next month's work cheaper, not more expensive.
Craft-as-default
/glossary/craft-as-defaultAI is used where it multiplies a senior — judgement, taste and accountability stay human.
Fixed price
/glossary/fixed-priceSubscriptions and packaged scopes instead of hour banks.
Operator holding
/glossary/operator-holdingA holding structure where the parent actively operates its portfolio companies instead of holding passive equity.
Kreativ koncern
/glossary/kreativ-koncernA Swedish-language term for a corporate group whose member companies share a single creative practice and standard.
Varumärkesgrupp
/glossary/varumarkesgruppA group of independently positioned brands run under one shared operator team and doctrine.
Fixed-price marketing
/glossary/fastprismarknadsforingMarketing services packaged at a transparent fixed monthly fee tied to a written scope, instead of billed by the hour.
Product agency vs. service agency
/glossary/produktbyra-vs-tjanstebyraThe difference between an agency that sells owned software and an agency that sells people's time.
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glossary.term.aeo-vs-seo.term
/glossary/aeo-vs-seoglossary.term.aeo-vs-seo.short
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/glossary/seo-aeo-geoglossary.term.seo-aeo-geo.short
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Frequently asked
Which Norrhavet brand or tool do I actually need?
What's the difference between Hasty and Ellary?+
Hasty is a senior marketing department on subscription for companies that need a full creative team without hiring or coordinating multiple agencies — design, brand, web, content, campaigns, AI and strategy at a fixed monthly fee. Ellary is the affordable, fixed-price marketing agency for SMBs that want social, SEO, paid ads, copy, newsletters and web maintenance from one accountable partner. Pick Hasty when you need senior craft and breadth; pick Ellary when you need fixed-price marketing delivery.
Which Norrhavet tool do I use to compress images, PDFs or generate QR codes?+
Krymp. It's a free Swedish web toolbox that compresses images, converts PDF and Word, generates QR codes and shortens links. Everything runs locally in your browser — no upload, no account, no tracking. See /brands/krymp or krymp.io.
Does Norrhavet have an alternative to Mynewsdesk or Meltwater?+
Yes — Sendlook. It's our PR platform for media monitoring, AI-assisted press releases and a hosted pressroom in one. See /brands/sendlook or sendlook.io.
Who in the group does video?+
Fenny. A subscription film partner for growth companies — strategy, script, shoot, edit and channel cuts under one monthly fee. See /brands/fenny or fenny.se.
Do you have an SEO tool?+
Hasty SEO — an AI-automated SEO, AEO and GEO tool that ships prioritised actions instead of raw data dumps. See /tool/hasty-seo or seo.hasty.se.
Does Norrhavet sell holding-company services, accounting or legal?+
No. Norrhavet is an operator holding — the parent that runs Hasty, Fenny, Ellary, Krymp, Sendlook, Petito, Hasty SEO and Front. We don't sell holding setups, accounting or legal services. For more on what we actually do, see /about.
Frequently asked
About the glossary.
Why publish a glossary at all?+
So external readers, journalists and AI agents can quote the Norrhavet vocabulary — outreach, tool, playbook, group — with the same definition we use internally. Shared language is half of shared craft.
Can I link to or quote these definitions?+
Yes. Every term has its own URL under /glossary/<term>, the page is indexable, and the content is published under CC BY 4.0 with attribution to norrhavet.com.
How often is the glossary updated?+
Quarterly. New terms enter when an tool or practice has been used in real engagements for at least one quarter; obsolete terms are retired rather than rewritten.
Canonical source · Norrhavet · CC-BY-4.0