Could scarcely agree more fervently, and I've been one of these "non-technical" technicians (BA, PM, TW, QA) for well over 20 yrs. I once sat through a meeting at American Express in which a PMP spent the first ten minutes (at least) going on about her green belt in 6-sigma and deftly receiving and expanding the plaudits that were returned to her. As the project went on I realized I had been placed under the governance of a secretary -- no it was worse than that, she was a niggling functionary; if the app could have been coded with triplicate carbon paper forms she would have been in her ultimate glory.
Bottom line: The best geeks I've ever worked with don't just think outside the box; they feel beyond the box. Creativity is about pushing and penetrating boundaries; and it's the best experience you can have at work. Creativity can't be taught or learned in a certification course; it can only be invited, in sort of the same way as you'd ask a woman out on a date.