The problem is for me atleast, the people I want to colloborate who are technically competent in non-programming fields don't see programming as crucial as we s

The problem is for me atleast, the people I want to colloborate who are technically competent in non-programming fields don't see programming as crucial as we see it to be. In many situation there is nothing I could offer in terms of efficiency or profitability that they can't get done with exisiting software solutions, contractors/freelancers etc. In most case what programming has to offer for successful small to medium businesses is just novelty, I often think and having someone constantly trying to integrate programming solutions has little marginal value. When it comes to selling, programming often isn't first thing to address for technically successful people who aren't already fascinated with startup, hacking, sideproject etc. If you have a counter point I would love to hear that.