You are so spot on! When people tell me I'm "technical" because I do some back-end stuff for my websites or digital marketing automation, I'm thinking: this is boilerplate business knowledge if you're running you're own company. Far from being truly "technical" in any meaningful sense of the word. "Technical" people should be building new technologies and innovating on old ones; the rest of us should get over our fear and make an attempt to learn or master how to use those necessary and helpful to our business/marketing/other pursuits.