Even with two technical co-founders (we're both developers), we're still following this strategy with Lambda (http://getlambda.com). With the exception of our homepage (which is a Jekyll site), we haven't written any code and don't have any immediate plans to start coding either. We've been able to bring in >100k in sales in one month and expect to be able clear over a million next year.

We've discussed some ideas we could start developing, but in each case, we've always been able to come up with a quicker/cheaper way to test the relevant concept without development work. Sticking to a "no code" strategy has been a good way to focus our efforts on activities that actually matter. We both like to code and would probably be happier spending a week hacking instead of taking sales calls, but the latter is more important to our company right now.

Just because you can write code doesn't mean you have to.