[georgespencer]

He worked in marketing and had ideas, so he learned to code to build them. Then the idea for Instagram came along, he built it, marketed it and sold it.

"Management/finance" doesn't mean anything, other than excluding Systrom as a specific example which disproves your theory.

You're asking to see someone who was successful in a non-technical role who had an idea for a startup and learnt to code to build it. Let me surprise you: very few people learn to code just to learn to code. Most people learn to code to scratch an itch. How many news stories have we seen in the last few years about people who learned to code simple addictive games for iPhone?

In that sense, I'd argue that almost everyone learns to code because they have an idea they want to see happen. A lot of them go on to become full time software engineers. A lot of them don't.