Like a lot of entrepreneurs, Impossible Ventures CEO Jonathan Coon likes to talk shop whenever he can. But unlike many, Coon’s approach to business and life doesn’t come down just to the bottom line.

“We don’t need to do a penny of business, but I’ll still talk to you forever,” Coon says. “And whatever we need to do to educate us on the process – whether you choose us or somebody else – I just really want to be friends first and figure out the rest later.”