There are two kinds of programmers with massive productivity benefits to an organization:

1 - Those that can identify what needs to be done at a level deeper than the end users, can communicate very well, and can code reasonably well. (Coding well enough to understand complexity, and can do things on the fly if needed)

2 - Those who appreciate the difficulties that users have, and have an enormous technical toolset to bring to bear on tough problems.

Much performance literature says, "Play to your strengths" but when people in batch 1 already know their end users in and out, it helps to develop technical skills. And people in bucket 2 - when they make the leap to deeply understand their customer's business, they're extremely powerful. This is also why many firms like to hire CS majors for non-CS jobs.