Thomas Hübner

Ziele & Steuerung

Thomas Hübner — Tue, 15 Sep 2026 20:47:00 +0000

With OKRs (Objectives and Key Results), I translate business objectives into a few measurable marketing and communications goals – planned quarterly, transparent for everyone and reviewed regularly.

How I use OKRs

A few objectives per quarter, clearly derived from business and brand goals
Key results measure impact – such as brand awareness or qualified leads – rather than mere activity
Short, regular check-ins instead of lengthy status meetings; review and fine-tuning at the end of the quarter
Together with departments and agencies, so that everyone works towards the same goals

My approach

Pragmatic, not dogmatic: OKRs where goals need direction and focus – not as additional bureaucracy for every single task.

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Agiles Projektmanagement

Thomas Hübner — Tue, 15 Sep 2026 20:46:00 +0000

I work in a hybrid way: agile with Scrum elements and Kanban where requirements change quickly – classic with milestones and a Gantt chart where deadlines are fixed. The method follows the project, not the other way round.

Agile

Scrum elements for campaigns and website projects: prioritised backlog, short sprints, reviews with stakeholders
Kanban for ongoing work such as content, requests and approvals – with a visible board and limited work in progress
Retrospectives, e.g. in the 4L format (Liked, Learned, Lacked, Longed for), to keep improving the team and the process
Idea backlog, so that good ideas don’t get lost but don’t distract from the focus either

Classic

Trade fairs, launches or print dates have fixed deadlines. Here I plan with milestones and a Gantt chart – while keeping delivery as flexible as possible.

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Priorisierung & Abläufe

Thomas Hübner — Tue, 15 Sep 2026 20:45:00 +0000

I prioritise by impact: with the Eisenhower matrix for the important over the urgent, and the Pareto principle for the actions that move the needle most.

Prioritising

Eisenhower matrix: sorting tasks by importance and urgency – do, schedule, delegate or consciously drop
Pareto principle: identifying the roughly 20% of actions that deliver most of the result
Four-quadrant matrix also for effort/benefit trade-offs or a quick SWOT analysis

Improving workflows

I regularly review processes: where do waiting times, duplicated work or endless feedback loops occur? What can be standardised, automated or accelerated with AI? That leaves more time for what really matters.

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Change & Führung

Thomas Hübner — Tue, 15 Sep 2026 20:44:00 +0000

I guide change along the lines of Kotter’s change model – from creating urgency to anchoring it. In development and coaching conversations, I use the GROW model.

Change management based on Kotter

Whether it’s a new corporate identity, new tools or new processes: change succeeds when people understand why it is needed and help shape it. Kotter’s stages give me the structure for this:

Create urgency and build a strong guiding coalition
Develop a vision and communicate it clearly
Remove obstacles and enable quick, visible wins
Keep going and anchor the new in culture and processes

I don’t use the model as a rigid staircase, but iteratively: those affected become involved early on, and feedback flows in continuously – for example through workshops, guidelines and fixed points of contact.

Conversations with the GROW model

For coaching and development conversations, I use GROW: Goal (What should be achieved?), Reality (Where are we now?), Options (What routes are there?) and Will / Way forward (What will actually be done?). This creates solutions the other person owns.

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KI & Prompting

Thomas Hübner — Tue, 15 Sep 2026 20:43:00 +0000

I use AI as a sparring partner for research, writing and ideas – with structured prompts, clear context and rigorous fact-checking. The result is always my responsibility.

Principles

Have a clear picture of the desired result beforehand
Provide context and examples – as much as necessary, as little as possible
Set parameters: audience, tone, length, format
Iterate instead of starting over – and start a new chat for new tasks
Always check facts, figures and sources myself

Methods I use

Roles & personas: the AI writes from a defined perspective or for a specific audience
Priming: background and rules first, then the actual task
Prompt chaining: breaking complex tasks into steps – outline, key messages, copy
GUIDE method: Goal, User, Instructions, Details, Examples as a prompt framework
One-shot and few-shot: one or more examples as a template for style and structure
Conditional instructions: clear if-then rules for different cases
Step-by-step reasoning: the AI explains its approach transparently
SCAMPER: varying ideas in a targeted way – substitute, combine, adapt, reverse

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Ideenfindung

Thomas Hübner — Tue, 15 Sep 2026 20:42:00 +0000

I like developing new ideas as a team – with brainstorming and mind mapping, SCAMPER or the “newspaper article from the future”.

Techniques

Brainstorming and mind mapping, to surface many approaches in a short time
Association chains, to break out of entrenched thinking patterns
SCAMPER, to develop existing ideas further in a targeted way: substitute, combine, adapt, modify, put to other uses, eliminate, reverse
Newspaper article from the future: we write the announcement of the successful project completion first – and work out from it what needs to happen

The ideas are then evaluated and prioritised, turning creativity into an actionable plan.

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Launch

Thomas Hübner — Tue, 15 Sep 2026 20:41:00 +0000

For launches, I involve the relevant colleagues and departments early – with a binding fact sheet as a shared working basis.

What matters

Fact sheet: one binding source for messages, product data and contacts
Consistent external communication across all channels – from website and press to sales
The right timing for internal information, pre-announcement and go-live
Success review at the end – and the learnings for the next launch

Der Beitrag Launch erschien zuerst auf Thomas Hübner.