in the HBA (ctrl Q for qlogic fc exp cards)(a good guid is in http://www.vmware.com/pdf/vi3_esx_san_cfg.pdf

enable the adapter bios

in selectable boot, make sure the boot drive is the 1st lun, and esx installs on the same lun you select here.

when you have multiple controllers, make sure that the selected boot lun is on the prefered device (controller). This is can be checked by verifying the media in the fibre disk utilities menu.