The International Baccalaureate (IB) is noted in school reform policy circles as the gold standard of academic excellence. While the presence of IB as a sought-after education vendor has grown in the past decade, the organization has attempted to shake off its image as an elite agency serving only private international schools with its longstanding liberal arts curriculum. As such its turn toward the public sector in the United States with a credential for vocational students appears perplexing and out of step with its product brand, but the newer Career Programme (CP) is marketed as meeting the needs of applied learners in secondary schools. This paper offers a case study of two schools in one US state that adopted the CP, generating IB school enrollments from among talented vocational students while elevating its ranking on the college and career readiness (CCR) score, an annual assessment of postsecondary success. The CCR policy reformers advocate curricular improvements so that all students receive the academic foundations and employability skills needed to thrive in the new economy. Yet the egalitarian discourse of CCR could not be attended to using the CP. In this case study only high-achieving students were advised to participate and enroll in the program.