{"id":37506,"date":"2026-07-17T12:28:59","date_gmt":"2026-07-17T10:28:59","guid":{"rendered":"https:\/\/moodymedia.io\/blog\/hva-betyr-leads-en-komplett-guide-til-leads\/"},"modified":"2026-07-17T12:29:08","modified_gmt":"2026-07-17T10:29:08","slug":"hva-betyr-leads-en-komplett-guide-til-leads","status":"publish","type":"post","link":"https:\/\/moodymedia.io\/no\/blog\/hva-betyr-leads-en-komplett-guide-til-leads\/","title":{"rendered":"Hva betyr leads? &#8211; En komplett guide til leads i markedsf\u00f8ring"},"content":{"rendered":"<article>\n<div class=\"n24-wrap\" role=\"main\" itemscope itemtype=\"https:\/\/schema.org\/Article\">\n<p class=\"n24-p wp-block-paragraph\" itemprop=\"description\">Markedsf\u00f8rere elsker \u00e5 snakke om leads \u2013 men hva betyr egentlig begrepet? I denne guiden f\u00e5r du en norsk forklaring p\u00e5 leads, lead scoring, og hvorfor 61 prosent av markedsf\u00f8rere prioriterer leadgenerering som sin viktigste oppgave (<a href=\"https:\/\/www.breakcold.com\/no\/explain\/ledd-poenggiving\" target=\"_blank\" rel=\"noopener nofollow\">Breakcold<\/a>).<\/p>\n<p class=\"n24-stats-line\">\n  <strong>\u00d8kning i konverteringer med lead scoring:<\/strong> 20 % &middot;<br \/>\n  <strong>Sannsynlighet for konvertering ved rask oppf\u00f8lging:<\/strong> 7 ganger h\u00f8yere &middot;<br \/>\n  <strong>Andel markedsf\u00f8rere som prioriterer leadgenerering:<\/strong> 61 %\n<\/p>\n<section class=\"n24-snapshot-block\">\n<h2 class=\"n24-grid-heading\">Kort sagt<\/h2>\n<div class=\"n24-grid-wrap\">\n<div class=\"n24-grid\">\n<div class=\"n24-card\">\n<div class=\"n24-card-header\"><span class=\"n24-card-num\">1<\/span><span class=\"n24-card-title\">Bekreftede fakta<\/span><\/div>\n<div class=\"n24-card-body\">\n<ul class=\"n24-list n24-list-tight\">\n<li>Lead er et engelsk l\u00e5neord i markedsf\u00f8ring (<a href=\"http:\/\/www.markedsordboka.no\/lead_scoring\" target=\"_blank\" rel=\"noopener nofollow\">Markedsordboka<\/a>)<\/li>\n<li>Lead scoring brukes for \u00e5 prioritere leads (<a href=\"https:\/\/solidmedia.no\/fagbegreper\/lead-scoring\" target=\"_blank\" rel=\"noopener nofollow\">Solid Media<\/a>)<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"n24-card\">\n<div class=\"n24-card-header\"><span class=\"n24-card-num\">2<\/span><span class=\"n24-card-title\">Hva som er uklart<\/span><\/div>\n<div class=\"n24-card-body\">\n<ul class=\"n24-list n24-list-tight\">\n<li>N\u00f8yaktig grense mellom varm og kald lead varierer<\/li>\n<li>Definisjon av lead kan variere mellom bransjer<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"n24-card\">\n<div class=\"n24-card-header\"><span class=\"n24-card-num\">3<\/span><span class=\"n24-card-title\">Tidlinjesignal<\/span><\/div>\n<div class=\"n24-card-body\">\n<ul class=\"n24-list n24-list-tight\">\n<li>HubSpot innf\u00f8rte todelt modell (fit og engagement) i 2025\u20132026 (<a href=\"https:\/\/www.youtube.com\/watch?v=K2LUHYj0WSQ\" target=\"_blank\" rel=\"noopener nofollow\">HubSpot Excellence<\/a>)<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"n24-card\">\n<div class=\"n24-card-header\"><span class=\"n24-card-num\">4<\/span><span class=\"n24-card-title\">Hva som skjer videre<\/span><\/div>\n<div class=\"n24-card-body\">\n<ul class=\"n24-list n24-list-tight\">\n<li>Prediktiv AI-basert scoring blir standard i CRM-plattformer<\/li>\n<li>St\u00f8rre fokus p\u00e5 GDPR-kompatibel profilering i Norge<\/li>\n<\/ul>\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/section>\n<h2>Hva betyr leads?<\/h2>\n<h3>Definisjon av lead i markedsf\u00f8ring<\/h3>\n<p>Et lead er en person eller bedrift som har vist interesse for et produkt eller en tjeneste, og som har delt kontaktinformasjon. Dette er kjernen i definisjonen, if\u00f8lge <a href=\"https:\/\/leadly.no\/\" target=\"_blank\" rel=\"noopener nofollow\">Leadly (norsk markedsf\u00f8ringsbyr\u00e5)<\/a>. Interessen kan komme gjennom \u00e5 fylle ut et skjema, laste ned en guide, eller bes\u00f8ke en prisside.<\/p>\n<h3>Eksempler p\u00e5 leads<\/h3>\n<p>Tenk deg at du driver et norsk regnskapsfirma. En potensiell kunde laster ned din guide \u00ab5 tips til enklere regnskap\u00bb via et skjema p\u00e5 nettsiden din. Den personen har n\u00e5 blitt et lead \u2013 du har navn, e-post og en indikasjon p\u00e5 interesse.<\/p>\n<div class=\"n24-tip\">\n<div class=\"n24-tip-label\">Hvorfor dette betyr noe<\/div>\n<p class=\"n24-p\">Uten leads mister bedrifter oversikten over hvem som faktisk vurderer et kj\u00f8p. Leadregistrering skiller tilfeldige nettbes\u00f8kende fra potensielle kunder med reell interesse.<\/p>\n<\/div>\n<div class=\"n24-tldr\">Konsekvensen for markedsf\u00f8rere: uten en tydelig lead-definisjon bruker salgsteamet tid p\u00e5 kontakter som aldri kommer til \u00e5 kj\u00f8pe.<\/div>\n<h2>Hva er lead p\u00e5 norsk?<\/h2>\n<h3>Norsk oversettelse av lead<\/h3>\n<p>Ordet \u00ablead\u00bb oversettes ofte til \u00abpotensiell kunde\u00bb eller \u00abledetr\u00e5d\u00bb p\u00e5 norsk. If\u00f8lge <a href=\"http:\/\/www.markedsordboka.no\/lead_scoring\" target=\"_blank\" rel=\"noopener nofollow\">Markedsordboka (norsk fagordbok)<\/a> brukes \u00ablead\u00bb i markedsf\u00f8ring som et engelsk l\u00e5neord, spesielt i sammenhenger som \u00ablead generation\u00bb og \u00ablead scoring\u00bb.<\/p>\n<h3>Bruksomr\u00e5der for ordet lead<\/h3>\n<p>I praksis sier norske markedsf\u00f8rere \u00abvi jobber med leads\u00bb like ofte som \u00abvi jobber med potensielle kunder\u00bb. Det engelske ordet har blitt standard i CRM-systemer og salgsverkt\u00f8y, if\u00f8lge <a href=\"https:\/\/intuvio.com\/artikler\/inbound\/hva-er-lead-scoring\" target=\"_blank\" rel=\"noopener nofollow\">Intuvio (norsk inbound-byr\u00e5)<\/a>.<\/p>\n<div class=\"n24-tldr\">Implikasjonen: selv p\u00e5 norsk har \u00ablead\u00bb fortrengt \u00abpotensiell kunde\u00bb i CRM-systemer og salgsverkt\u00f8y.<\/div>\n<h2>Hva er lead scoring?<\/h2>\n<h3>Hva er lead scoring?<\/h3>\n<p>Lead scoring er en metode for \u00e5 rangere leads basert p\u00e5 sannsynlighet for kj\u00f8p. Hvert lead f\u00e5r en poengscore \u2013 ofte p\u00e5 en skala fra 0 til 100 \u2013 som indikerer hvor interessert de er, og hvor interessante de er for bedriften (fit). Dette er en veletablert definisjon, if\u00f8lge <a href=\"https:\/\/intuvio.com\/artikler\/inbound\/hva-er-lead-scoring\" target=\"_blank\" rel=\"noopener nofollow\">Intuvio (norsk inbound-byr\u00e5)<\/a>.<\/p>\n<div class=\"n24-note\">\n<div class=\"n24-note-label\">Slik fungerer det<\/div>\n<p class=\"n24-p\">Bedrifter som bruker lead scoring opplever i snitt 20 prosent \u00f8kning i konverteringsraten, if\u00f8lge data fra <a href=\"https:\/\/www.breakcold.com\/no\/explain\/ledd-poenggiving\" target=\"_blank\" rel=\"noopener nofollow\">Breakcold (SaaS-leverand\u00f8r)<\/a>.<\/p>\n<\/div>\n<h3>Hvordan fungerer lead scoring?<\/h3>\n<ul>\n<li><strong>Atferdsscore:<\/strong> Poeng for hva leadet gj\u00f8r \u2013 bes\u00f8k p\u00e5 prisside, nedlasting av guider, e-post\u00e5pninger. Datatilsynet understreker at denne typen profilering er omfattet av personvernreglene (<a href=\"https:\/\/www.datatilsynet.no\/rettigheter-og-plikter\/profilering\/\" target=\"_blank\" rel=\"noopener nofollow\">Datatilsynet (norsk tilsynsmyndighet)<\/a>).<\/li>\n<li><strong>Fit-score:<\/strong> Poeng for hvem leadet er \u2013 bransje, firmast\u00f8rrelse, rolle. Dette er typisk statisk, basert p\u00e5 idealkundeprofil (ICP).<\/li>\n<li><strong>Kombinasjon:<\/strong> Moderne plattformer som HubSpot (2026-verkt\u00f8yet) opererer med separat fit-score og engagement-score (<a href=\"https:\/\/www.youtube.com\/watch?v=K2LUHYj0WSQ\" target=\"_blank\" rel=\"noopener nofollow\">HubSpot Excellence (CRM-plattform)<\/a>).<\/li>\n<\/ul>\n<h3>Fordeler med lead scoring<\/h3>\n<p>Norske B2B-bedrifter som implementerer lead scoring f\u00e5r fokusert salgsressursene p\u00e5 leads med h\u00f8yest sannsynlighet for kj\u00f8p. Form\u00e5let er \u00e5 prioritere de mest verdifulle kontaktene, if\u00f8lge <a href=\"https:\/\/solidmedia.no\/fagbegreper\/lead-scoring\" target=\"_blank\" rel=\"noopener nofollow\">Solid Media (norsk markedsf\u00f8ringsbyr\u00e5)<\/a>. I tillegg automatiseres flyt: leads som passerer en poengterskel kan automatisk overleveres til salg (<a href=\"https:\/\/www.salesforce.com\/in\/blog\/lead-scoring-and-grading-with-pardot\/\" target=\"_blank\" rel=\"noopener nofollow\">Salesforce<\/a>).<\/p>\n<p>Implikasjonen: lead scoring gj\u00f8r at salgsteamet slipper \u00e5 bruke tid p\u00e5 uinteresserte kontakter. Men det krever at modellen revideres jevnlig \u2013 ellers kan gamle leads forbli kunstig \u00abvarme\u00bb.<\/p>\n<div class=\"n24-tldr\">Poenget: lead scoring lar salgsteamet bruke tiden p\u00e5 rette leads, men modellen m\u00e5 revideres jevnlig for \u00e5 unng\u00e5 kunstig varme leads.<\/div>\n<h2>Hva betyr varme leads?<\/h2>\n<h3>Definisjon av varme leads<\/h3>\n<p>Varme leads er personer eller bedrifter som har vist sterk interesse og er n\u00e6rmere et kj\u00f8p. De har utf\u00f8rt handlinger med h\u00f8y kj\u00f8psintensjon \u2013 som \u00e5 be om en demo, bes\u00f8ke prissiden flere ganger, eller laste ned en produktspesifikasjon.<\/p>\n<h3>Forskjell p\u00e5 kalde og varme leads<\/h3>\n<p>Kalde leads har mindre interesse \u2013 de kan ha klikket p\u00e5 en annonse eller lastet ned en generell guide, men viser ikke umiddelbar kj\u00f8psintensjon. Overgangen mellom kald og varm er imidlertid flytende. If\u00f8lge <a href=\"https:\/\/lundrue.no\/innsikt\/begreper\/lead-scoring\" target=\"_blank\" rel=\"noopener nofollow\">Lund &#038; Rue (norsk konsulentselskap)<\/a> er nettopp denne grensen noe av det mest utfordrende \u00e5 definere i praksis.<\/p>\n<h3>Hvordan varme leads h\u00e5ndteres<\/h3>\n<ul>\n<li><strong>Rask oppf\u00f8lging:<\/strong> Leads som kontaktes innen 5 minutter har 7 ganger h\u00f8yere sannsynlighet for konvertering.<\/li>\n<li><strong>Personlig tilpasning:<\/strong> Varme leads krever skreddersydd kommunikasjon, ikke generisk masseutsendelse.<\/li>\n<li><strong>Lead nurturing:<\/strong> Automatiserte oppf\u00f8lgingssekvenser holder varmen mens leadet modnes.<\/li>\n<\/ul>\n<div class=\"n24-warning\">\n<div class=\"n24-warning-label\">Fellen<\/div>\n<p class=\"n24-p\">Mange bedrifter overvurderer hvor varme deres leads faktisk er. En engangsnedlasting av en guide er sjelden nok til \u00e5 kvalifisere som \u00abvarm\u00bb. Datatilsynet advarer ogs\u00e5 mot \u00e5 basere automatiserte avgj\u00f8relser p\u00e5 utfullstendig profilering (<a href=\"https:\/\/www.datatilsynet.no\/rettigheter-og-plikter\/profilering\/automatiserte-avgjorelser\/\" target=\"_blank\" rel=\"noopener nofollow\">Datatilsynet (norsk tilsynsmyndighet)<\/a>).<\/p>\n<\/div>\n<div class=\"n24-tldr\">Forskjellen: varme leads krever rask, personlig oppf\u00f8lging \u2013 kalde leads trenger nurturing f\u00f8r de er klare for salg.<\/div>\n<h2>Hva betyr det \u00e5 ta lead?<\/h2>\n<h3>Betydningen av \u00e5 ta lead<\/h3>\n<p>\u00c5 \u00abta lead\u00bb er et etablert norsk idiom som betyr \u00e5 ta ledelsen eller ansvaret i en situasjon. Uttrykket kommer fra engelsk \u00abto take the lead\u00bb og brukes i alt fra idrett (\u00abNorge tok lead i gullkampen\u00bb) til business (\u00abHun tok lead i prosjektet\u00bb).<\/p>\n<h3>Eksempler p\u00e5 bruk i norsk<\/h3>\n<ul>\n<li>I idrett: \u00abLagets kaptein tok lead og scoret vinnerm\u00e5let.\u00bb<\/li>\n<li>I business: \u00abDet er p\u00e5 tide at vi tar lead i markedet med ny teknologi.\u00bb<\/li>\n<li>I dagligtale: \u00abNoen m\u00e5 ta lead og bestemme hvor vi skal spise.\u00bb<\/li>\n<\/ul>\n<p>Dette idiomet er helt adskilt fra markedsf\u00f8ringsbegrepet \u00ablead\u00bb \u2013 men forvekslingen er vanlig. En norsk guide som denne bidrar til \u00e5 rydde opp i den begrepsforvirringen.<\/p>\n<div class=\"n24-tldr\">For markedsf\u00f8rere: \u00e5 ta lead betyr \u00e5 lede an \u2013 noe helt annet enn et lead i salgstrakten.<\/div>\n<h2>Ofte stilte sp\u00f8rsm\u00e5l om leads<\/h2>\n<details class=\"n24-faq-item\">\n<summary>Hvordan generere leads?<\/summary>\n<p>Leadgenerering handler om \u00e5 tiltrekke potensielle kunder gjennom verdifullt innhold, som guider, webinarer og e-b\u00f8ker. If\u00f8lge <a href=\"https:\/\/www.marketveep.com\/blog\/ultimate-guide-to-lead-scoring-in-hubspot\" target=\"_blank\" rel=\"noopener nofollow\">MarketVeep (markedsf\u00f8ringsbyr\u00e5)<\/a> er effektive leadmagneter en av de viktigste metodene for \u00e5 samle inn kontaktinformasjon.<\/p>\n<\/details>\n<details class=\"n24-faq-item\">\n<summary>Hva er en lead magnet?<\/summary>\n<p>En lead magnet er et gratis tilbud \u2013 for eksempel en guide, sjekkliste eller rabattkode \u2013 som byttes mot kontaktinformasjon. Poenget er \u00e5 gi verdi f\u00f8rst, for \u00e5 bygge tillit og interesse.<\/p>\n<\/details>\n<details class=\"n24-faq-item\">\n<summary>Hva er forskjellen p\u00e5 lead og prospect?<\/summary>\n<p>Et lead har vist innledende interesse. En prospect \u2013 eller kvalifisert lead \u2013 har blitt vurdert og anses som en god match for produktet eller tjenesten. Overgangen fra lead til prospect skjer gjerne via lead scoring.<\/p>\n<\/details>\n<details class=\"n24-faq-item\">\n<summary>Hva er lead nurturing?<\/summary>\n<p>Lead nurturing er prosessen med \u00e5 bygge relasjoner til leads over tid, gjennom m\u00e5lrettet og automatisert kommunikasjon. M\u00e5let er \u00e5 flytte leads nedover i salgstrakten til de er klare for kj\u00f8p.<\/p>\n<\/details>\n<details class=\"n24-faq-item\">\n<summary>Hva er konverteringsrate for leads?<\/summary>\n<p>Konverteringsraten m\u00e5ler hvor stor andel av leads som blir kunder. Typiske rater varierer fra 1-5 prosent avhengig av bransje. Lead scoring kan \u00f8ke denne raten betydelig, if\u00f8lge <a href=\"https:\/\/www.breakcold.com\/no\/explain\/ledd-poenggiving\" target=\"_blank\" rel=\"noopener nofollow\">Breakcold (SaaS-leverand\u00f8r)<\/a>.<\/p>\n<\/details>\n<details class=\"n24-faq-item\">\n<summary>Hvordan m\u00e5le lead kvalitet?<\/summary>\n<p>Lead kvalitet m\u00e5les gjennom en kombinasjon av atferdssignal (engagement-score) og demografisk match (fit-score). Verkt\u00f8y som HubSpot og Salesforce tilbyr standardiserte modeller for dette (<a href=\"https:\/\/www.salesforce.com\/in\/blog\/lead-scoring-and-grading-with-pardot\/\" target=\"_blank\" rel=\"noopener nofollow\">Salesforce<\/a>).<\/p>\n<\/details>\n<details class=\"n24-faq-item\">\n<summary>Hva er kalde leads?<\/summary>\n<p>Kalde leads er personer eller bedrifter som har vist minimal interesse \u2013 de kan ha kommet via en generisk annonse eller et kj\u00f8pt leadlister. De krever mer innsats for \u00e5 varmes opp gjennom nurturing.<\/p>\n<\/details>\n<p>For norske markedsf\u00f8rere er valget klart: invester i lead scoring og en tydelig definisjon av hva et lead er, eller risiker \u00e5 bruke dyrebar tid p\u00e5 kontakter som aldri kommer til \u00e5 kj\u00f8pe. De som kombinerer datadrevne verkt\u00f8y med et bevisst forhold til personvern tar lead i markedet.<\/p>\n<\/div>\n<p><script type=\"application\/ld+json\">{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"NewsArticle\",\n  \"headline\": \"Hva betyr leads? - En komplett guide til leads i markedsf\u00f8ring\",\n  \"description\":\"L\u00e6r hva leads betyr, hva lead scoring er, og hva varme leads er. 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En prospect har blitt vurdert og anses som en god match for produktet.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"Hva er lead nurturing?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"Lead nurturing er prosessen med \u00e5 bygge relasjoner til leads over tid gjennom m\u00e5lrettet kommunikasjon.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"Hva er konverteringsrate for leads?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"Konverteringsraten m\u00e5ler hvor stor andel av leads som blir kunder. Typiske rater varierer fra 1-5 prosent.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"Hvordan m\u00e5le lead kvalitet?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"Lead kvalitet m\u00e5les gjennom en kombinasjon av atferdssignal (engagement-score) og demografisk match (fit-score).\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"Hva er kalde leads?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"Kalde leads er personer eller bedrifter som har vist minimal interesse og krever mer innsats for \u00e5 varmes opp.\"\n      }\n    }\n  ]\n}<\/script><\/p>\n<p class=\"n24-p\">Relatert lesning: <a href=\"https:\/\/moodymedia.io\/blog\/outreach-systems\/\">**Outreach Systems**<\/a> ? <a href=\"https:\/\/moodymedia.io\/blog\/instantly-ai\/\">**Instantly.ai**<\/a><\/p>\n<div class=\"n24-note\">\n<div class=\"n24-note-label\">Flere kilder<\/div>\n<p class=\"n24-p\"><a href=\"https:\/\/www.youtube.com\/watch?v=1r5qNppibgc\" target=\"_blank\" rel=\"noopener nofollow\">youtube.com<\/a>, <a href=\"https:\/\/www.operatus.io\/blog\/pardot-lead-scoring\" target=\"_blank\" rel=\"noopener nofollow\">operatus.io<\/a>, <a href=\"https:\/\/www.default.com\/post\/hubspot-lead-scoring\" target=\"_blank\" rel=\"noopener nofollow\">default.com<\/a>, <a href=\"https:\/\/www.youtube.com\/watch?v=43EjKElHXME\" target=\"_blank\" rel=\"noopener nofollow\">youtube.com<\/a><\/p>\n<\/div>\n<\/article>\n","protected":false},"excerpt":{"rendered":"<p>Markedsf\u00f8rere elsker \u00e5 snakke om leads \u2013 men hva betyr egentlig begrepet? I denne guiden f\u00e5r du en norsk forklaring p\u00e5 leads, &#8230; <a title=\"Hva betyr leads? &#8211; En komplett guide til leads i markedsf\u00f8ring\" class=\"read-more\" href=\"https:\/\/moodymedia.io\/no\/blog\/hva-betyr-leads-en-komplett-guide-til-leads\/\" aria-label=\"Read more about Hva betyr leads? &#8211; En komplett guide til leads i markedsf\u00f8ring\">Les mer<\/a><\/p>\n","protected":false},"author":2,"featured_media":37517,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[63],"tags":[],"class_list":["post-37506","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hva betyr leads? - En komplett guide til leads i markedsf\u00f8ring - Moody Media<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/moodymedia.io\/no\/blog\/hva-betyr-leads-en-komplett-guide-til-leads\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hva betyr leads? - En komplett guide til leads i markedsf\u00f8ring - Moody Media\" \/>\n<meta property=\"og:description\" content=\"Markedsf\u00f8rere elsker \u00e5 snakke om leads \u2013 men hva betyr egentlig begrepet? 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