Hmm.. objective of any startup is to survive. This requires hard skills:

-> Being able to build the product / service.

-> Being able to sell.

-> Being able to market creatively (on a low budget).

-> Being able to take care of operations, legal, accounting, hiring.

Want to work for a start up in a non-technical role? No problem! Show em' that you can do do one or more of the other essentials better than the incumbents, who are probably too busy taking care of the technical bits anyway.