The research on which the present paper makes a point in aimed at designing a cognitive model of Albert Einstein's discovery that is based on fundamental Einstein's publications and placed, ideally, at a meso-level, between macro-historical and micro-cognitive reconstructions (e.g. protocol analysis). As in a cognitive-historical analysis, we will trace some discovery heuristics in the construction of representations, that are on a continuum with those we employ in ordinary problem solving. Firstly, some theory-specific, reflexive heuristics—named orientative heuristics—are traced: inner perfection, (...) explain-or-assume, explanatory correspondence, and covariance/invariance. Then, other well-known abstractive heuristics as analogical and imagistic reasoning, thought experiment, limiting case analysis (e.g. Nersessian 1992) are shown occurring in Einstein's key-publications. A sketch of a socio-cognitive model for his discovery is then presented following two suggestions: (a) an idea of Van Fraassen about discovery phases, and (b) the Humean distinction between beliefs and ideas. (shrink)