I'm of the belief that while not everyone may be able to code in a way that contributes to their startup's codebase, knowing the point and power of programming can vastly help the direction you pour your resources in.

For example, understanding how loops and iterative tasks work will help you understand why changing the text on one specific product page (out of a 1000) isn't as easy as popping open the text-editor and changing that page's text. It helps you figure out a sensible data-model on the back-end (so that your frustrated coder isn't writing a special if-statement that breaks on the next iteration of the site)