If they are not engaged in discussions about business priorities, they won't have the context or motivation to align their actions appropriately. If you hire tech people with soft skills, you can have them do rotations on support (and even sales), involve them in higher level strategy decisions, and avoid the CEO -> product manager -> designer -> developer pipeline that makes everyone feel like a cog, and detaches them from anything but their own little area. You can also align their financial incentives with company success (ownership), and give them ways to actually influence it in tangible ways.