Information overflow and dynamic market changes encourage managers to search for a relevant and eloquent model to describe their business. This paper provides a new framework for visualizing business models, guided by well-shaped visualization based on a mind mapping technique. Due to the simplicity of perception, this approach has a positive impact on managers and employees’ understanding of companies’ business models and promotes a productive exchange of ideas and knowledge. The mind-mapping visualization framework is ‘cognitive scaffolding’ and is positively associated with managers’ and employees’ improved perception and understanding of the business model, which allows them to communicate, share and manipulate business model knowledge easily.