This paper explores the process of business model innovation (BMI) by examining the role of managerial attention. We provide a longitudinal analysis of a BMI process in a small consulting company. We found that BMI occurs through various simultaneous or successive attentional sequences. Those sequences encompass three attentional phases (breakthrough, incubation, concretization), in which managers progressively modify their cognitive structure and design new solutions. This study highlights BMI as an ongoing process driven by an attentional cycle. We point out a set of attentional triggers that allows BMI.
