What worked for me is simply learning as much as I could and keeping an eye out for opportunities to turn pure tech engagements into more business-focused and value-based projects. Once you start looking, you realize they are plentiful. Even just being a good programmer who can evaluate features and prioritize based on business value puts you way way way ahead. If you're reading a lot of patio's writing, you're probably on the right track. It can take some time to make the transition, but it will happen if you keep at it.