Norbu Signal
A visibility and citation intelligence layer: track how often your brand appears in AI answers, which sources get cited instead, and whether the description of your product is accurate.
Join the waitlistIndependent software studio
A home for
high-growth SaaS.
We build and operate our own software—and partner with a small number of founder-led companies to grow theirs. Same playbook, both directions.
Two tracks
Products we ownCompanies we partner with
The studio
Products born from real problems.
We build and operate our own SaaS products. Not a portfolio page—these are the things we use, sell, and are on the hook for.
More in progress. We ship narrow tools for problems we have hit ourselves, and we build them in public where we can—the field notes below are usually the working out.
Work with us
The playbook we run on ourselves.
We take on a small number of consultancy engagements each quarter. Everything we advise on is something we are actively doing for our own products—so you get the version that survived contact with a real roadmap, not a framework from a deck.
01
See how an engagement runs AI Engine Optimization
Become a source that answer engines cite. We fix the entity, build the evidence, and measure how often ChatGPT, Claude, Gemini, Perplexity, and Copilot include you.
02Positioning & Category Clarity
A familiar frame plus a specific difference, repeated consistently across every source a model reads. Ambiguous positioning is now a retrieval problem, not just a marketing one.
03SaaS Growth Systems
Diagnose the real constraint, then build the loop that turns isolated experiments into a compounding advantage instead of a backlog of tactics.
Insights
Ideas for the new discovery layer.
AEO metrics: a working glossary
Plain definitions for the terms used to measure AI visibility—mention rate, citation share, answer accuracy, competitive displacement, and the rest.
What is answer engine optimization?
A working definition of AEO: what it covers, how it differs from SEO, what it is not, and how to tell whether it is working.
AEO is not SEO with chatbots
The useful distinction between ranking in search and becoming a source that answer engines trust—compared line by line.
Have a meaningful problem?
Let's build your next growth advantage.
Tell us where you're stuck, what you're building, or what you believe should exist. We take on a handful of engagements at a time.
Start a conversation