money gives people the opportunity to transact non-equal items.
For instance, if person A has a cow, and person B has a chicken, normally no transaction would occur.
Money allows for the fractionalization of assets so that we can exchange goods and services more easily.
This created "value", or opportunity.
This same value exists in un, or underserved markets.
There are people / markets out there that want to buy goods and services, but can't for one reason or another.
People, if they knew about it, would have said "yes, I would like to pay someone a small fee to pick me up and give me ride, prior to Uber existing.
The creation of value comes from a variety of sources, but it can also be "uncovered" by finding ways to serve new markets.