Externally, a large part of our job is awareness-raising, educating the general public and potential partners and customers, and providing subject matter expertise, through events, conferences, webinars, workshops, and other engagements. Our audience can range from high school students, researchers, non-science audience, to policy makers, company executives, entrepreneurs and investors. "Thinking outside of gravity" or doubting an assumption that hardly anybody doubt (that is gravity) is not intuitive at all. It often requires in depth scientific understanding of a particular subject matter to tailor the conversation to "strike a cord" and make it relevant to the target audience. In addition, especially when speaking to business-focused people, it requires business acumen to show the relevance of space-based experiment or partnering opportunity to their business priorities. "Space" easily get people's attention but communicating in a way that convince of the relevance of space-based research to their life and/or interest is hard. Internally, in order to manage the ISS National Laboratory, we have marketing and communication specialist, legal and contract team, operation team, finance team, stakeholder manager, science team, etc. It requires good communication hygiene, tactics, and practices between these teams to make this machinery going.