In Chapter 6 of 11 in his 2010 interview with Capture Your Flag host Erik Michielsen, East African venture capitalist and conservation investor Josep Oriol shares his approach to doing business around non-business professionals. Oriol finds it key to identify what matters to the local population, including respecting their time, energy, and passion, as well as to be sensitive when using business language. By taking this approach, Oriol builds business relationships with initially hesitant non-business people.