As part of the Morning Lazziness series about empowering women who encourage and do incredible things with their ideas in society, I had the pleasure of interviewing Dr. Jen Moran-Kobes.
Dr. Jen Moran-Kobes is a nationally recognized cosmetic and restorative dentist, entrepreneur, and mentor. She founded Water Tower Dental Care in 1997 as a single mother with determination and a vision, then built it into one of the top practices in the country. Now also practicing at Hinsdale Dentistry, Dr. Moran-Kobes is known for creating natural, undetectable smile makeovers with a compassionate, patient-first approach. A featured expert on The Oprah Winfrey Show and a graduate of the Hornbrook Group, she is an active member of the AACD, AGD, ADA, ISDS, CDS, and IABDM. When she’s not designing smiles, she’s mentoring young professionals, painting theater sets, or spending time with her family and three doodles.
What inspired you to become an entrepreneur, and what led to the creation of your current venture?
After spending two years each at two different practices, I gained valuable insight into what worked and what didn’t in a dental practice. I reached a point where I was ready to take full responsibility and do things on my own terms, in my own way—whether I succeeded or failed. As a single mother with nothing but dental school debt and a clear vision, I took the leap to create something of my own.
As a woman in business, what unique challenges have you encountered, and how did you navigate them?
A few come to mind…
- I was denied the first business loan I applied for in 1997. I felt dismissed and laughed off as a 29-year-old single mother with no assets. However, I kept going and found another bank. The 60-year-old loan officer said with a smirk, “Okay honey, come back tomorrow with ten years of projected income and expenses, including how you’ll pay us back, and then we’ll talk.” I did just that. With nothing but a pencil, a calculator, graph paper, and determination, I created the projections myself. I got that loan and used the $150,000 to launch what became a nationally recognized cosmetic dental practice, Water Tower Dental Care, which is still successful 28 years later.
- I also experienced gender assumptions. For example, when attending dental meetings with my male receptionist, he was often mistaken for the doctor. I simply smiled and waited for them to realize who was truly in charge.
How do you handle the demands of running a business while maintaining your personal well-being and life balance?
It’s exhausting – like raising a living, breathing organism. A business demands constant care, energy, and attention. I poured everything into mine. Fortunately, I had incredible support from my parents and mother-in-law, especially while raising my four children. That support system made all the difference. I’ve learned that balance doesn’t always mean doing everything at once, but knowing when to ask for help, when to rest, and when to push forward.
What networking strategies or communities have helped you build valuable professional connections?
Professional groups like the American Academy of Cosmetic Dentistry, the Chicago Dental Society, and the Hornbrook Group have been instrumental. I also found connections through local communities and schools such as Francis Parker, St. Isaac Jogues, and BAM Theatre.
How do you approach mentorship, both as a mentee and a mentor, and how has it shaped your entrepreneurial growth?
I’ve always admired and learned from those doing what I aspire to, like Dr. David Hornbrook and Dr. Michael Apa. Fortunately, they both teach, and I’ve been able to learn directly from them.
As a mentor, I’m proud that my daughter recently expressed interest in dental school. She’s currently shadowing me in both of my practices, and mentoring her has been incredibly fulfilling.
What strategies have been most effective in acquiring and retaining clients?
Being active in the community is one of the most effective ways to build trust. People get to know you and recognize you personally, then choose you as their doctor. Another powerful tool is public visibility as an expert. When we performed smile makeovers on The Oprah Winfrey Show, the response was overwhelming. Today, platforms like social media offer even greater opportunities to showcase expertise and connect with the public.
However, what truly retains patients, in my opinion, is how you make them feel: seen, heard, and understood. As one patient, Carla McKean, shared: “She’s the first doctor who ever said to me: ‘I hear you. I see you, and I can help you.’ That changes everything.” Listening – really listening – builds loyalty far beyond the first visit. It’s the foundation of lasting relationships and a practice built on trust.
Which marketing techniques have worked best, and how do you track their success?
We’re just now starting to explore marketing and social media more deliberately. In the past, we maintained a strong website presence and received some media attention organically. We’re in the early stages of implementing strategies we can track and scale.
Can you share a significant setback and how you overcame it?
When my three youngest children were between the ages of four and six, my twins were diagnosed with ADHD. Managing their needs while running a practice became overwhelming. I made the difficult decision to sell my business and focus on being fully present at home. I stayed current with my license and continuing education, and when the time was right, I returned to dentistry. It was one of the hardest yet most rewarding choices I’ve made.
What’s one key piece of advice you’d give to women just starting their entrepreneurial journey?
Just do it. You don’t need to know everything – what you need is a clear vision and a strong work ethic. Be willing to sink or swim based on your own effort. Hire the experts you need, and do whatever it takes to achieve your goals.
Is there a quote, mantra, or philosophy that guides you as a leader?
Absolutely, two that stand out:
- “Do whatever it takes to get whatever you want.”
- And from Maya Angelou: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
I strive to ensure that every person I encounter, whether a patient, team member, friend, or family member, feels seen, supported, and nurtured. I also believe in less talk, more action – ideas have no value without execution.
What Are the 5 Things You Need to Overcome Self-Doubt and Build Confidence?
- Act even when you’re unsure. Sometimes confidence follows action – not the other way around.
- Believe beyond reason that you can succeed. You have to envision success even when others can’t see it yet.
- Refine your vision. Know what your ideal life looks like and make daily decisions that align with that vision.
- Recognize that your life is shaped by your choices. From what you eat for breakfast to taking a leap and opening your first LLC, every decision matters.
- Just do it. You won’t know until you try, and trying is where transformation begins!
If you could inspire a movement, what would it be?
I believe the outdated model of one parent (typically the mother) working 24/7 at home while the other works outside the home needs to evolve. Parenting and home management should be a shared, 50/50 partnership, especially if both partners work outside the home.
I see hope in the next generations – Gen X, Millennials, and Gen Z – where men are becoming equal partners at home, and women are seen as strong, capable individuals, not defined by servitude but by value and purpose.
How can our readers follow your work online?
You can follow me on Instagram @DrJenMoran and on Facebook.
Visit my websites to book a free consultation:
