Purpose The purpose of the paper is to present a constructionist framework for reflection upon time in organizational change processes. The framework directs attention towards (1) institutionalized ideas on organizational change processes anchored in different theoretical epochs, (2) institutionalized norms and virtues that govern the development of specific time regimes in organizations and (3) subjective opportunistic expectations of the future. Design/methodology/approach The paper is essayistic in character. Findings The paper explores how constructions of time might be biased by managerial leaders' opportunistic enactment of specific institutionalized ideas anchored in different theoretical epochs in order to comply with culturally embedded and mediated managerial virtues such as being fast and vigorous. Research limitations/implications The paper opens up for a differentiated understanding of time in organizational change processes, and it pinpoints the assumptions that guide both theoretical discussions on time, as well as empirical studies. Practical implications The framework proffers the reflective practitioner the opportunity to develop informed expectations on time in relation to organizational change processes. Social implications A nuanced and differentiated understanding of how time is construed in organizational change processes might reduce the social costs of underestimating the time organizational changes take - or exaggerating the belief in managerial leaders as sovereigns of time. Originality/value The paper contributes with a critical understanding of how time is construed in organizational change processes.