Purpose – The purpose of this paper, as a part of a bigger study, is to unfold some perspectives from a theological approach reflecting on the concept of revelation in relation to business model innovation (BMI). Design/methodology/approach – We propose in this theoretical paper firstly the relevance of a theological engagement with economics and organization, explicitly the area of BMI. Secondly the paper unfolds its theological considerations on the meaning of the death of a theistic God and finally it proposes how these considerations may be relevant from a business perspective and illuminate the creation of a meaningful and even “smart” business model. Originality/value - The death of an objectified image of God as some highest being liberated modern theology - here addressed through the theology of Paul Tillich - but the traces of objectified images of God continue to grow hidden in the new liberal economy as e.g. market laws. A theological focus on innovation and BMI is still nascent and this paper contributes to develop an area we find is of vital importance due to questions on how economics and BMI practices affect the living conditions of all beings at a global scale, where theological aspects are an implicit or explicit part. Practical implications – The theoretical outcome is on practical level how these theological reflections may give another perspective for businesses in their pursuit of creating a meaningful business model in an economic environment of undisputed truths.