Business innovation pursuits new ways to achieve success, but some indicators of success in businesses are unidirectional and static, which often limit their potential for positive impact. Nevertheless, new business models with broader missions and success indicators are also expanding their potential to benefit society the planet and their investors. Thus, making emphasis and social and circular business models, my research studies the principles, values, factors of innovation and conditions for responsible innovation, with the ultimate goal to generate a better frame to design and accelerate more meaningful models, especially in emerging scenarios such as Colombia.