[djc14]

I agree with enraged_camel, but not for the straightforward reasons. First, as a non-technical founder who recently learned (basic) coding skills, I can confirm his first and third claims - learning to program does make it easier to find developer support and it will greatly improve your appreciation for the technical aspects of the business.

However, most important should be the second claim since learning to code will help you build a crude MVP, allowing you to reach customers and validate your idea. In this sense, enraged_camel and OP are both correct because they both point back to the same concept of reaching customers.

IMHO though, it comes down to what value a company is providing. If it is a tech start-up where the software product is the main value-add, then a core competency must include programming. If it is a real estate start-up with a website, then learning to code can probably be pushed off in favor of customer development. So in the OP's case, the question would be, are we in business to build a SaaS tool to help teams or are we satisfied helping team management improve in any way possible?