Purpose – The idea of business model innovation and releasing of IC gets into problems if the theoretical works of Veblen acts as corner-stone in order to understand BM Eco-systems. IC – per definition – meets a systemic framework where the normative idea of meaning becomes part of the theoretical and practical discussion. We have mish-match between what the economy is able to produce compared with what the economy in practice produce. We have a cavalry of actors (IC) with specific intentional acting. Taken together the interplay between these elements create specific conditions for the context dependant term “sustainability” (McNeill, 2000). Design/methodology/approach – The paper provides a theoretical study of the Veblenian framework conditions to BMI, ecosystems and the requirements to sustainabily BM from a Veblenian perspective. The empiric research methodology is primarily an action research approach. Mapping our findings with reference to Veblen and a BM ecosystem perspective we get a new picture of BM-Ecosystems relations to IC? Methodologically the idea of national innovation systems (Lundwall 1992, 2010), eco-system (Heikkilä & Kuivaniemi (2012), BMI processes and empiric illustrations are linked to Veblen . This illustrates how releasing of IC depends upon economic organization combined with the general rules of the game. Originality/value – The research reveals that BMI with absentee ownership prevents release of radical BMI IC. Because of the rules of the game these businesses per definition don’t have the incentive. Businesses are at management level hereby not able to create, capture, deliver, receive and consume the real potential of different business model ecosystems. The only way to secure sustainability is the creation of a fundamental change – a transformation. Point of departure must be defined as the institution Politics or pressure from the outside (Horn Rasmussen 2008 inspired by Veblen 1914, 1923a). Practical implications Businesses struggle continuously with releasing valuable IC. This challenge exists because of the economic organization and the inherent conservative institutions including the institution of “Make-believe”. The absence of important potential IC to develop their business introduces a need for a discussion of new strategies at both a micro- and macroeconomic level to improve and increase the release of IC to BMI. Business should be more structured about their mapping and releasing methods to IC inside and outside their business, focus on the different roles of actors and the general framework conditions for releasing IC in the economic system.