The Infotainment Channels-Discovery, History and National Geographic-always expand frontiers of our understanding and imaginations. Whether it is sustainable cooking from a Chinese waterfront restaurant, to the secrets of Weapons of War, to centuries old principles of warfare that are applied in the largest commercial aircraft A380, it is one epic journey.

Let me explain.

This last week, I was fascinated by 'Flying High', a National Geographic documentary that connected ancient principles from history with the state-of-the-art technology that puts the A380, the world's largest commercial aircrafts in the air. The landing gear, for instance, works on the principle of the bike pump. The most fascinating explanation for the body of the A380--especially the upper fuselage came from the use of the new material GLARE (GLAss-REinforced fibre metal laminate).

As it turns out, this aluminium-glass-fibre laminate is lighter, and is more corrosion and impact resistant. It uses a mix of aluminium and glass fibre to create an incredibly strong aircraft body. Now, it turns out that the principle of GLARE is rooted in the archery armoury of Genghis Khan, whose galloping horsemen had a lightweight bow which was made out of horn (the hard material) and sinew (the soft material). This combination made it possible for them to gallop very fast and go into battle using lightweight bows & arrows. It enabled them to conquer Asia--and change history. The A380 used the same principle to keep itself light and impact resistant.

That got me thinking about the new frontiers of 21st Century communications.

To create high impact communications, we need to use Genghis Khan's principle in the communications areas. The soft creative approach needs to be backed by hard facts (and data) approach that creates measurable impacts across focus areas. We need to ask the question: how will I measure the impact of my communications strategies? How do I put a value to an intangible like Communications? This is the new frontier in 21st Century communications.

Genghis Khan used it to conquer Asia. A380 uses it to conquer the skies. We use it to conquer the new frontiers of communications in the 21st century.

Thank you, National Geographic!