The last person in the UK who described his product as being crap in public was one Gerald Ratner - and he was gone immediately.

The world is changing. And a lot of people in Formula One are starting to understand this.

When I think back to 2005, the fast growth markets - what we call the fast growth markets - were probably ten percent of our business. They are now 31 percent.

The technology is already incredible and will improve massively in the next few years. Think about what you could do.

You have to see it on a broader level. But you also have to activate it properly.

I'm in a business where there's complete anarchy. You can't control it - you can only react to it. The control that people traditionally had over their message is gone. Look at Wikileaks: you have to approach everything you write on the basis it's going to be on the front page of the newspaper.

Virtual Reality for Formula One could be fantastic - driving the car!