I'm in the process of starting a company.
Three people I know have made (very early, very tentative) investment offers. A former VPE has offered to be an advisor, and has introduced me to a really good salesperson.
That sort of thing is really limited to places where people understand saas businesses, have the appropriate risk appetite, and have previously earned enough disposable cash to take real risks.
Another aspect is simply institutionalizing the idea that starting a business may not be stupid. This helps when you're trying to talk SOs onboard into taking huge pay cuts.