One of the biggest challenges faced by UK technologists and scientists is not scientific achievement but successful recognition and adoption of those achievements – whether they are computing devices, programmes, novel drugs, or novel machines. Similar challenges exist in the world of artistic creativity. The business model is a “device” or “configuration” that connects (a) creativity or technology with (b) customer satisfaction and (c) financial sustainability. Getting the business model right is the key to achieving recognition and monetization. This EPSRC project is uncovering how we should think of business models, how they can be better understood, and how they are successfully enacted. And the short talk will uncover the leading edge work in the area, progress that has been made and what it means for the community.