This paper reports on the findings of a qualitative study to understand how active adherence to the Christian faith influences the way SME owner–managers conceptualise their business practices. The study was based on in-depth interviews with 21 Christian SME owner–managers in Germany and the UK. Using a socio-psychological approach, the data analysis yielded a range of linguistic and conceptual resources that are peculiar to Christian discourse and that have the potential to influence business activity in rather distinctive ways. This paper particularly focuses on those Christian concepts that could be regarded as distinct ‹frames’ for action. It outlines what effect these concepts had on the respondents and how they were related to business practices. The paper also discusses how this study could inform further research into the influence of other socio-cultural forms of identity on economic actors’ conceptualisations of their own practice.