We're all familiar with the importance of marketing and its role in the enterprise. Mainly, good marketing helps increase revenue and decrease costs. But there are other uses, especially in transforming a company's culture. Every successful marketing project results in a tangible expression - that is, an item of communication. This piece of communication contains attractive design and well-articulated content. In other words, good marketing puts a company's best foot forward. The business benefits of this are obvious: increased leads, sales, clients, and so on. But, there is another key benefit. When members of the company see, read, and understand these materials, they start to see their own company in a new light. Creative, intelligent communications pieces speak well of the company to its own employees. The more this happens, the more it can contribute to a positive transformation of the company's culture. At its most extreme, this effect can help transform a company culture from being depressed and pessimistic about future growth to excited and motivated. So, don't forget the internal power of external communications. These side effects are real and powerful.