Wanted: Alex, an Easy to Clean, Reusable Water Bottle

Wanted: Alex, an Easy to Clean, Reusable Water Bottle

Why does the world need another reusable water bottle? According to Chris Hotell, the owner and co-founder of Alex, "People want to use them. But they're such a pain in the ass to clean that they end up drinking bottled water."

He's got a point: Over time, even the best reusable water bottles start to stink, because of how hard they are to clean. That means people stop using them and buy another--which is extraordinarily wasteful--or they stop using refillable bottles altogether.

Infographic of the Day: The Mobile-Ad Market Explodes

Infographic of the Day: The Mobile-Ad Market Explodes

Branding, like you see in ads on TV and the Internet, won't work on mobile phones--the displays are simply too small, and the user's attention too focused, for a tiny brand banner to sink into the consciousness. Yet mobile phones are the future of media. Ads, therefore, have to be far more targeted, context aware, and easy to understand.