How to properly cast this question?

I am trying to define a rule analagous to 'exe' (with target file, source files, etc.) except that I want the target-generating action to ALWAYS be executed regardless of file modtimes.  Under the covers I am creating an instance of file-target.  I have tried employing the Jam ALWAYS rule on different variants of the target (i.e., the raw target name, the virtual target object, etc.) but have yet to discover the magic to make this happen.  bjam -a  is not an option because I don't want the world to rebuild, just this one thing.  Is there any way to do this?

Regards,
Mark