F1 is a fight for people's time. There are millions of options today for how to spend it. That is probably the biggest difference from 1968 to now.

I remember that Jackie [Stewart] was the first driver wearing flameproof underwear! What it definitely was: it was much more flamboyant. But that doesn't really make it better in my point of view.

Why not look at Indonesia? It will be the third biggest country in the world in population in 25 years' time - after India and China.

Formula One gives a platform to companies like Rolex - and that's just in media space, watching television or reading newspapers, digital or physical. You see the brand in the context of the competition and bring it to the attention of everybody on a regular basis.

I interviewed Kim Kardashian recently and had a conversation with her mother. A lot of people have various thoughts about Kim Kardashian, her mother and her sisters, but it is an incredibly well thought through concept and branding. Each of the daughters appeals to a different segment of the market.

Think through whom you are trying to reach. Tailor what you do and how you do it to appeal to those communities.

One of the reasons why they are optimistic is that there is more competition. Red Bull has become more competitive, the races have become more attractive - and that is what fans want!