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When designing a business, it is important to identify the project’s social implications and its stakeholders, whose behaviors are influenced by more or less explicit conventions. Some of these behaviors have a direct impact on the project. In other words, every business has to make do with the conventions that guide the behavior of the project’s stakeholders. However, the conventionalist approach does not seem to be considered in the strategic models used by managers, advisers (in contexts of strategy, creation or takeover), and teachers. Students have a harder time learning about conventions when their previous curriculum has never even touched upon the subject. Our pedagogical team used cinema to place students from two different courses (a professional degree and a master’s degree in entrepreneurship) in a situation of observing conventions to understand the business conceived by Doctor Knock, the main character of the 1951 film adapted from Jules Romains’ play Knock, which students had to analyze and present to a consultant. This article describes the pedagogical action research carried out to assess the use of cinema in the understanding of conventions and their influence on business.