ALEX hydrates the entrepreneurial thirst of Inc. Magazine readers! ALEX is featured in "The Goods" section, which talks about how the concept of an easy to clean water bottle came from the frustrating experience of actually trying to clean a reusable bottle. Key word here is "trying". ALEX takes the "trying" out of this process and makes being sustainable simple by opening up in the middle. Toss it in the dishwasher or quickly hand wash and go about your business...or like most Inc. readers, go back to creating your own business. Click here to see the online version of this article.