About

Hi, I’m Tom Tholen — a Dutchman in my thirties and the voice behind this publication. Dashframe is where I explore product strategy, positioning, and messaging in the context of fast-growing DTC brands.

I’ve spent my career in digital product management, working everywhere from scrappy startups to enterprise teams. While that work hasn’t always been in DTC, it’s shown me how strategy, positioning, and messaging shape the way people experience a product. Dashframe is where I apply that lens to the world of ambitious consumer brands.

I’m not entirely sure where this project will go — but I hope you’ll find it both useful and enjoyable to follow.