Still in software, but I've been bouncing back and forth between product management and project management. I feel these roles (esp. Product) better allow one to "set the tone" on the priorities, compared to the individual engineer role. I can focus on what is the business case for undertaking engineering activities, manage risk, and help management balance features vs. quality. Suits me better. If I want to code I do it at home on my personal projects 100% on my own terms.