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About The Positioning House

The Positioning House is a strategic advisory and IP firm focused on executive positioning.

We work with senior leaders and founder-CEOs whose work is already strategic but whose authority is being evaluated at the wrong level.

Our work centers on how leaders are interpreted in moments that determine scope, decision authority, and advancement and how subtle signals can cause executive-level contribution to be read as execution.

This is not leadership development or executive coaching.

It is positioning correction.

The Positioning House operates through proprietary systems, structured engagements, and strategic advisory designed to correct misclassification without relying on confidence building, personal branding, or long-term coaching relationship

Who This Work Is ForĀ 

The Positioning House works with:

  • Senior leaders and founder-CEOs operating at scale whose authority, scope, or readiness is being evaluated below the level they operate
  • Enterprises and organizations focused on succession readiness, executive decision authority, and correcting execution-based evaluation at senior levels

Some of this work includes advisory engagements. These are not open-ended coaching relationships and are not designed for early-career leaders, managers building foundational skills, or those seeking confidence or performance support.

This work is for leaders and organizations addressing how authority is interpreted, trusted, and acted on at the top.

The Work Behind The Firm

The Positioning House was founded by Alicia Perkins.

Aliciaā€™s background spans recruiting, executive evaluation, and senior leadership decision environments, where she observed how advancement decisions are actually made and why equally capable leaders are often assessed very differently.

Across roles and organizations, she saw a consistent pattern: leaders doing executive-level work were being evaluated through execution-based lenses, not because of performance gaps, but because of how their work was interpreted.

That observation became the foundation of The Positioning House.

Today, Aliciaā€™s work focuses on studying and correcting the signals that influence how authority, readiness, and strategic value are assessed at the executive level.Ā 

The Work Behind The Firm

The Positioning House was founded by Alicia Perkins.

Aliciaā€™s background spans recruiting, executive evaluation, and senior leadership decision environments, where she observed how advancement decisions are actually made and why equally capable leaders are often assessed very differently.

Across roles and organizations, she saw a consistent pattern: leaders doing executive-level work were being evaluated through execution-based lenses, not because of performance gaps, but because of how their work was interpreted.

That observation became the foundation of The Positioning House.

Today, Aliciaā€™s work focuses on studying and correcting the signals that influence how authority, readiness, and strategic value are assessed at the executive level.

Ā