Honestly I felt the same way, but the trick is to pick a start up where you know how and are able to do this. Or find a partner who can. The most likely way to do this is to go to conferences, happy hours, and introductions from friends.
If you are writing software for accountants and don't know how to spend time with accountants you're screwed, if you are writing software for in house counsel at utility companies and you don't know how to hang out with them you're screwed, and this goes for pretty much any B2B startup.
If you are writing software for accountants and don't know how to spend time with accountants you're screwed, if you are writing software for in house counsel at utility companies and you don't know how to hang out with them you're screwed, and this goes for pretty much any B2B startup.