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By definition, school goals advance opportunities for students. This study sought to better understand principal’s experiences while engaged in crafting school goals using a multi-site case study that included interviews of principals and superintendents, a focus group of principals, and analysis of school goal documents in three school districts. All school districts were experiencing significant declining enrollment affecting opportunity for students. The research has potential impact on principal preparation programs, mentoring of new principals, and superintendents’ workings with principals when crafting schools goals for equity and opportunity for all students.