Business models are still much perceived as structures that describe the elements of a company’s business at single points in time rather than narratives that communicate how the business works among multiple actors across time. The aim of the current study is to elaborate the interactive nature of business models as narratives in creating, developing and bringing about change in market relationships. Despite its contributions, the extant business model research still fails to provide a solid understanding of the interactive and networked nature of business models as boundary spanning devices that are circulated and shared among multiple actors. Business models can be considered as market devices in the form of narratives incorporating past, present and future to mobilize others in business initiatives and ventures and shaping their interaction. This study is conceptual, and employs literature on business models and narratives. The study provides a more in-depth understanding into the role of business models in interacting with market actors. Business models can be used to create and communicate compelling stories to engage others into relationships.