Starting with a Clear Vision
When Jennifer Drean opened Gem State Eyecare in 2011, she was driven by one mission: to enhance the lives of the patients we serve by optimizing their eye care. She wanted to do more than rush through appointments—she set out to create an experience rooted in quality, personal care, and high standards.
But building a business with such a clear vision came with hard decisions. She knew she couldn’t afford to compromise by bringing in a partner. She’d already worked with a consultant—but while they helped her get up and running, she was still left unsure of how to scale the right way. “I was overwhelmed with decisions and lacked confidence,” she admitted.
After meeting Allison Dunn at a networking group, Jennifer waited a year—but the seed had been planted. Eventually, she reached out, ready to build a better foundation for growth.
Lacking Confidence to Scale
Jennifer knew what she wanted for her practice—but as a business owner and a parent, she had limited time, energy, and trust to give. She worried that any outside help might dilute her vision. But something had to change.
The first consultant gave her tools—but not guidance. That left her running a solid business, but unsure of how to level up. She knew she needed a coach, not just a toolkit. One who would listen, challenge her when needed, and help her make decisions from a place of confidence.
Strengthening the Team from Within
Working with Allison unlocked a new level of self-awareness and leadership. “Sometimes coaching is a breakdown or a breakthrough,” Jennifer said. “I didn’t expect to cry—but it’s those moments that helped me figure out what needed to happen next.”
The coaching process focused on two key areas:
- Communication & Culture: Allison led DISC assessments and training to help the team understand how to work better together. A custom communications workshop helped the staff build trust and communicate with clarity.
- Team Engagement: After the training, employee engagement scores—particularly around whether staff would recommend the practice as a place to work—jumped 20%.
With Deliberate Directions, Jennifer created a team that was not only technically skilled—but aligned, engaged, and clear on the vision.
Confidence Leads to Growth
With her confidence rebuilt, Jennifer didn’t just improve the team—she grew the business. While industry-standard revenue growth in optometry is 6–10%, Gem State Eyecare achieved 25–30% growth annually after beginning coaching.
Together, Jennifer and Allison mapped out a five-year growth plan—including practical strategies and “insane dreams,” as Jennifer called them. Her vision: to become the largest private, women-owned optometry practice in the Northwest.
With quarterly 90-day planning sessions, Jennifer now has the structure to stay focused even as business demands grow. “Life and business get busy, and it’s easy to lose momentum,” she said. “90-day planning allows me to refocus. How do some people wait a whole year?”
Becoming a Leader and a Coach
Jennifer now describes Allison as “poised, confident, and a connector.” The relationship was so impactful that in 2019, Jennifer joined the Deliberate Directions team as a Success Strategist coach herself.
Through that transformation, Jennifer went from overwhelmed business owner to confident, high-impact leader—without ever compromising her values.
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