Abstract
This paper aims combine the cognitive modeling (CM) approach of cognitive sciences together with AI approach. The intention behind this paper is to better understand, particularly through CM, how – cognitively – sustainable BM innovation strategies work. Our proposal is justified because the business world uses the concept of sustainability at varying levels of meaning, and experiments with it either with acute consciousness or absence of awareness of the natural environment challenges and their associated beliefs. The first part of this paper presents how cognitive sciences can help to conceptualize new BM compliant with strong sustainability or ‘flourishing’ goal, the second part focuses on an embodied robot role inside a not yet designed ‘flourishing’ BM game.