Don’t believe the hype?: Imagined business futures and overpromising for a decarbonized economy

International climate governance is increasingly focusing on the role of the private sector. This article explores how companies translate the narrative of deep decarbonization into their entrepreneurial visions of the future. Based on a qualitative multiple case study, it shows that overpromising is an essential feature of imagined business futures, and identifies three forms of overpromising: contradiction, exaggeration, and commitment. The research article contributes to the emerging field of hype and overpromising by proposing a contextual and nuanced understanding of overpromising. The results illustrate the power of desirable transformation narratives, but also their limitations and side effects.