This chapter will provide a conceptual overview of a sustainability-driven business modeling (SBM) strategy from a "storytelling science" perspective. Storytelling science uses Peirce's abduction-induction-deduction (AID) approach in a self-correcting series of cycles in order to get closer to what is true for the ecology, and what regimes of truth can be deconstructed for particular stakeholders (business, government, people, ecosystem). We demonstrate how storytelling science can be helpful in exploring differences between sustainability strategies and their connections to some other aspect of business modelling. Discussing on the overview of "storytelling science" and SBM strategy, we organize our conceptualization into three sections: (i) how SBM and storytelling in socially responsible capitalism can help understand what is socially and ecologically sustainable, rather than only what is profitable to particular stakeholders; (ii) how are the methodological and philosophical perspectives and (iii) what are the drivers, enablers, barriers in the implementation of an SBM strategy.
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