Organizations have been going through significant changes driven by technology, impacting markets, society and, particularly, professions. (FARAJ et al., 2018). High Growth Firms, investment funds and accelerators have become important vectors of capital and jobs (ISENBERG, 2013; IBGE, 2017). Success in this so-called innovation and new businesses ecosystem is mainly measured by the speed of growth, the ability to anticipate products and processes, and the velocity to dominate new markets (JOHNSON and LAFLEY, 2010; SALVATO and RERUP, 2018). These are characteristics that influence the temporal notions of organizational actors, affecting their perceptions of competence and expectations response times (D ADDERIO et al, 2019; ORLIKOWSKI and SCOTT, 2016). This study draws from the experience of professionals in this ecosystem to, in the light of a phenomenographic and process approach (LANGLEY and TSOUKAS, 2010), understand how competence in the use of time is perceived in organizational routines pressured by innovation and growth. Three ways in which the phenomenon is conceived by those who experience it were identified: Optimizing activities; Accomplishing goals; and Exploring possibilities. In the outcome space, six dimensions that structure and distinguish the conceptions were identified.: horizon of the attention, temporal artifacts, competence reference, prioritized organizational objectives, level of competence, and temporal focus. The findings suggest that innovation and growth influence the concept of competence in the use of time in different ways. From them, a theoretical model on the relationship between temporalities, artifacts and sensemaking in the generation of generative learning cycles was proposed. It is also added that phenomenography was considered as a suitable alternative to discuss current theories about temporality in organizations.