Discover how you really grow, today.
We diagnose the gap between what you believe drives growth, where capital flows, and what your market rewards.
BUILT ON 35+ YEARS OF ACADEMIC RESEARCH. DESIGNED FOR Reality.
The Growth DNA™ Diagnostic
Your leadership believes growth comes from one set of activities. Your budget flows to another. Your market rewards something else entirely.
That three-way gap between between belief, behavior, and market reality is where growth capital is wasted. Growth DNA™ reveals that gap so you reallocate using evidence.
Determine how your firm's growth beliefs differ from operating reality, and where that misalignment costs you return on capital.
Replace opinion with evidence. Understand what your market actually rewards and align growth investments with current reality.
Map which customer segments generate sustainable margin growth, and how those segments shift as market conditions change.
We Diagnose Systems, Not Tactics
See your growth system clearly
Our diagnostics don't add more data. They reveal where belief, behavior, and market reality align (and where not) so you know which activities to fund and which to defund.
Market Orientation Analysis
See how your company actually competes.
We identify the gap between how leadership believes the business creates value and how it actually operates, then show how that misalignment slows growth.
Outcome: clarity on which one of five go-to-market orientations drives your system and where you're funding activities that fight against it.
Market Research & Intelligence
Replace opinion with evidence.
We uncover what customers value today and what competitors are doing, so leaders make growth decisions with confidence, not instinct.
Outcome: decisions grounded in current market reality, not internal bias or legacy assumptions.
Dynamic Market Architecture
Focus where growth potential is greatest.
Traditional segmentation treats markets as fixed groups. DMA maps markets as evolving demand spaces, identifying how customer needs and value drivers shift, so capital follows opportunity instead of chasing legacy segments.
Outcome: precision in where to invest and which customers to exit before margin erodes.
A Unique, Scalable Framework
Together, these three diagnostics form the Growth DNA™ System, revealing the gap between belief, behavior, and market reality. Reallocate capital with evidence your board will believe.
Real Growth, 20+ Years' Experience
“Just because it's obvious, doesn't make it true.”
Robert Collings, Principal
Latest Research
Why do some firms grow, even in volatile times? Our latest research finds that firms with aligned belief-behavior orientation and capital allocation patterns demonstrated:
greater median revenue growth over 10 years.
higher probability of reaching $100M revenue.
lower probability of remaining stuck below $30M.
Growth Insights & Intelligence
Evidence-based perspectives, case learnings, and diagnostic tools to help you see growth differently. Challenge how you think and move before others do.
Why a market orientation drives growth
Mid-market firms stall from an inward focus. Firms with a market orientation grow up to four times faster and reach $100M more predictably.
Diagnosis: the missing growth control
Budgets control how much you spend, not where or why. Diagnosis fills that gap, linking effort and investment to what actually drives growth.
Why small firms stay small, and how to fix it
Many firms fail to fund what the market rewards today. Realignment (of focus, funding, belief, and operations) is how small companies get big, fast.
UNLIKE TRADITIONAL GROWTH CONSULTANTS
Frequently Asked Questions Growth DNA™
Why the focus on diagnosis instead of strategy or execution?
Because most firms skip the part that matters most.
What many call diagnosis is really just onboarding: consultants trying to slot you into their old-school playbooks.
It's designed to help them get started, not to help you understand how your company truly grows.
We treat diagnosis as a discipline, not a check-the-box formality. That's why every major consultancy, from Kearney to McKinsey, begins with diagnosis.
We're building a firm that does it faster for companies that can't—or shouldn't—spend millions to find out what's really going on.
How do you engage with clients (process, timeline, collaboration)?
We begin with a leadership survey, observational research, stakeholder interviews, and limited access to growth investment data (high-level allocation, not detailed P&L). Each diagnostic component can stand alone:
- Market Orientation diagnostic: ~1 week
- Market Research: ~2-3 weeks
- DMA: ~2-3 weeks
For full Growth DNA™ system (belief-behavior-market triad): 5-6 weeks total.
For clients needing capital allocation guidance, we recommend completing all three diagnostics to ensure reallocation recommendations are grounded in market reality.
Who do you work with (company size, industry, stage)?
We specialize in lower middle-market firms ($25M-$100M annual revenue) that are ambitious to grow but facing constraints (board pressure, margin compression, financing windows).
Industry-agnostic, but strongest with B2B services, professional services, tech-enabled businesses, and companies with latent growth potential trapped by misalignment.
Do you use AI or proprietary tools in your work?
Yes, we're an AI-first consultancy. That's how we deliver diagnostic clarity in weeks instead of months.
We use AI for data synthesis, pattern recognition, and DMA demand space modeling. But only as a force multiplier, not a substitute for human judgment.
Every recommendation is audited by human insight and validated with your domain experts. We never deliver algorithmic output without context and verification.
What makes COLLINGS&CO unique (vs generic growth consultants)?
We diagnose the organizational belief-behavior-market system that determines capital allocation—not just market position or execution gaps.
Our thinking combines decades of market orientation research with practical diagnostics built for companies under pressure.
We focus exclusively on growth system alignment. We don't build platforms, run campaigns, or layer on operations by default.
Our engagements are lean, focused, time-bounded, and designed to leave your business stronger and leadership more aligned—not dependent on perpetual consulting.