[jremsikjr]

To be fair you've ordered those as a developer. Non-programmer types are more likely to invert that list:

1. Finding customers 2. Building the product

Where finding the customers is something that they can be incredibly passionate about and actually affect. This is what the non-programmer worth their salt can add to a 2-3 person start-up. A skill-set aimed at focusing the pivots to those most likely to sell.