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About Alicia

Alicia Perkins spent years inside the rooms where career and advancement decisions get made: recruiting, executive evaluation, and 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 often being underestimated or misunderstood. The gap wasn't capability. It was how their leadership was being seen, recognized, and positioned for greater opportunity.

That observation became The Positioning House, where executive positioning and career strategy come together to help senior leaders navigate the decisions that shape what's next.

 

The Firm

The Positioning House is a strategic advisory and intellectual property firm that helps senior leaders and executives strengthen how they're seen, recognized, and positioned throughout their careers.

Alicia works with senior leaders, founder-CEOs, and organizations at moments where stronger positioning and better career strategy change what becomes possible. Sometimes that's greater authority inside an organization. Sometimes it's navigating a pivotal career decision or 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 starts with a different question: how leadership gets interpreted, recognized, and positioned, and how that shapes the opportunities that follow. It comes to life through the Executive Signal System™ and the advisory built around it.

 

 

 Where to Start

If this is the gap you're working through, the Executive Positioning Assessment is the fastest way to understand how you're currently being seen, recognized, and positioned. It takes three minutes, requires no commitment, and gives you immediate insight into what may be shaping your career opportunities.

→ 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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