The Executive Presence Problem
"Executive presence" is one of the most cited, and least defined, qualities in leadership development. Ask ten executives what it means and you will get ten different answers, all equally subjective. "Gravitas." "Command of the room." "That thing you know when you see it."
That subjectivity creates real problems. Promotion decisions influenced by "presence" are open to bias. Coaching engagements aimed at "presence development" have nothing to measure. The core issue is measurement.
Deconstructing Presence into Measurable Signals
GRW Project's Presence Quotient breaks executive presence into its constituent behavioral signals, each measurable from video. Camera engagement (gaze direction consistency toward the audience/lens). Postural stability (head yaw and pitch stability via solvePnP pose estimation). Duchenne smile frequency (AU6+AU12, the genuine smile that signals warmth and confidence).
These are the signals an audience reads when it assesses "presence." Measuring them directly, rather than by impression, turns presence into something a coach can track.
From Measurement to Development
The real value of measurable presence is not assessment. It is development. When an executive can see their Presence Quotient tracked across 10 coaching sessions, with specific signals identified as strengths and development areas, coaching becomes evidence-based rather than intuition-driven.
A coaching engagement might reveal: "Your Duchenne smile frequency is strong but your gaze consistency drops 35% during Q&A. Your presence fractures when you process unexpected questions." That gives the coachee a specific behaviour to work on, and gives the coach a way to track whether the work is landing. When a change in Presence Quotient across sessions can be shown, with the signals behind it named, the case for the investment rests on data rather than anecdote.
Beyond Individual Assessment
Presence Quotient also works in group settings. Town halls, leadership meetings, and board interactions produce presence data. An organization can find its strongest communicators, compare presence across departments, and track engagement asymmetry in a team.