I used to think the same for #2 above, but then read "4 steps to the epiphany", hand your "business guy" that book and s/he will have more to knock out than dev

I used to think the same for #2 above, but then read "4 steps to the epiphany", hand your "business guy" that book and s/he will have more to knock out than dev! Customer development (done right) ain't no joke!