During a recent trip to New York, I learned a major lesson in marketing. And no, not from any of the overwhelming number of ads crowding Times Square, but from a small deli. While eating “Ah, There’s the Reuben” at the Carnegie Deli, I realized how the principle of this small deli can be applied to businesses, large and small, across all industries.

The Carnegie Deli stands out from hundreds of other New York delis. It is one of New York’s most popular attractions, yet shockingly, it doesn’t spend any money advertising. The Carnegie Deli has succeeded not because of a great gimmick or creative advertising campaigns, but because of a phenomenal business principle:

Do one thing and do it better than everyone else.

The Carnegie Deli has been recognized for its corned beef and pastrami sandwiches by numerous columnists, avid eaters, and travellers from all over the world.

• While many delis bring meat in from other suppliers, the Carnegie Deli cures its own meat.
• While other delis take shortcuts smoking the meat, Carnegie Deli does it the old-fashioned way to give it the best flavour.
• While other delis manipulate the size of their sandwiches by their methods of stacking the meat, the Carnegie Deli continues to make its sandwiches larger and larger (its sandwiches range from five- to eight-and-a-half inches tall).

The word of mouth created by the Carnegie Deli has generated more publicity than any print ad or billboard ever could.

Put your effort into making sure your one thing is better than your competitors’. The spontaneous conversations you create could become your sole form of advertising.