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About Alicia

Alicia Perkins spent years inside the rooms where advancement decisions get made: recruiting, executive evaluation, senior leadership environments. The same pattern kept showing up.

Leaders doing executive-level work were getting evaluated through execution-based lenses. Their performance was strong. Their work was being read incorrectly. The gap wasn't capability. It was how their expertise was being interpreted, trusted, and valued at higher levels.

That observation became The Positioning House.

 

The Firm

The Positioning House is a strategic advisory and intellectual property firm focused on how leaders strengthen the positioning of their expertise inside organizations and in the marketplace. Alicia works with senior leaders, founder-CEOs, and organizations at moments where stronger positioning changes what becomes possible. Sometimes that's broader authority inside an organization. Sometimes it's translating enterprise expertise into greater market opportunity. Often it's both.

The work is a different category from leadership development, personal branding, and executive coaching. It operates on a different question: how expertise gets read at higher levels. It happens through the Executive Signal System™ and the advisory built around it.

 

 Where to Start

If this is the gap you're working in, the Executive Positioning Assessment is the fastest way to see how you're currently being read. Three minutes, no commitment, instant results.

→ Take the Assessment

The Work Behind The Firm

The Positioning House was founded by Alicia Perkins.

Alicia’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, Alicia’s work focuses on studying and correcting the signals that influence how authority, readiness, and strategic value are assessed at the executive level.

 

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