It’s true you have to create value. But much of what you have to do has been done already.
Take a look at successful business models and pricing strategies. See if they apply to your startup.
If you want to create an exceptional customer experience, look at Zappos or Apple Stores or CD Baby.
If you want a great mission statement, look at J&J and read Good To Great.
Of course test all this on with your customers. They will tell you what they want…