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Recently, a number of school districts across the country named “Black Excellence” as a district-wide goal within their strategic framework. While touted as progressive initiatives to tackle systemic inequality, questions remain as to how “Black Excellence” is defined, communicated, operationalized, and received by the school district and the greater community. Utilizing an Ethnographic Content Analysis methodology and guided by Critical Race Theory, data findings from one Midwestern school district are presented within 3 thematic conceptions: 1. Coalition undermining, 2. Avoidance of operationalization. and 3. Conflicting Pre-Requisites. The author concludes with a critical discussion of the finding themes around “Black Excellence” and implications for current and future strategic planning and community engagement.