Prevailing theories of poverty governance emphasize how political and economic constraints associated with urban neoliberalism have led to the retraction of protective welfare commitments and an increased criminalization of poverty. While research on this "disciplinary turn" has been generative, it tells us little about countervailing trends or how institutional responses to poverty change over time. Addressing these gaps, this article offers a case study of the emergence and acceptance by the business community of a supportive Housing First and harm reduction initiative called JustCARE—a distinct technique of poverty governance not readily explicable within existing theoretical frameworks. By situating JustCARE within a wider strategic action field of poverty governance, we reveal the macro-, meso-, and micro-level dynamics that together facilitated its inception, growth, and eventual embrace by members of the formerly hostile business establishment. Specifically, we underscore how two exogenous shocks (COVID-19 and the Black Lives Matter [BLM] uprisings) enabled a well-positioned advocacy organization to articulate and implement a non-punitive homelessness response alternative. We conclude that field-based scholarship centering "theoretically deviant" cases can reveal how the contradictions and failures of neoliberal poverty management can generate unique opportunities for meaningful institutional change. [ABSTRACT FROM AUTHOR]