in marketing companies "projects" were lead by people after sociology, they were called account managers - why?? now i have a product owner who's above me and has no technical background, never used a cms, after 8 months i understood finally that the dashboard iam discussing is a poor man's google analytics page, we are making it because for the last 2 years people were taking stuff from the database and presented web stats by hand - each day i get to uncover more and more and more stuff like that . those nontechnical people think that they are doing rocket science stuff. like genuinely.