Doug Hall has done research to show that we need to provide the customer with:

Overt Benefits - from your Customers perspective; otherwise its just a feature

Real reasons for your customer to believe that you can provide the benefits you promise

Dramatic Difference - otherwise customer has no motivation to change to you

On the Lean Canvas these 3 go into the Unique Value Proposition and Unfair Advantage::

Unique Value Proposition:

   OVERT Benefits for your Customer [solving their BIG problem]

   Real Reasons for them to Believe [that you can provide the promised Benefit

Unfair Advantage:

   Dramatic Difference [between you and the competition]

If you can do ALL three at the same time for your customer, you can compete on Value 

OTHERWISE, you will be stuck competing on PRICE!!

Price is only ever an issue in the absence of value.