The best inventions are often the simplest. That's the case with Avitae, an energy drink that contains nothing but natural caffeine and purified water and has almost no taste. Businessman Brian Pitzer spoke more about his peculiar project, set to hit Central Ohio shelves within the month.

The best inventions are often the simplest. That's the case with Avitae, an energy drink that contains nothing but natural caffeine and purified water and has almost no taste. Businessman Brian Pitzer spoke more about his peculiar project, set to hit Central Ohio shelves within the month.

Name: Brian Pitzer

Age: 30

Day job: CEO, Avitae

Neighborhood: Marysville

Alma mater: Ohio State University

Hometown: Enon

Web: avitae45.com

I'm originally from Enon. One thing that's neat about Enon, which is kind of fortuitous for what I'm doing now, is that there's this huge aquifer underneath it. Speedway even bottles a water called Enon Springs. Growing up, you never gave it two thoughts, but now I'm thinking, "I wonder if there was something drawing me to water."

The thing I learned at Ohio State was how to be mentally tough. I wasn't really a partier or anything. I really didn't do a lot of things that are associated with college. The thing I got out of it the most was dependency on myself.

When I was in school, I used to throw caffeine pills in Gatorade. I wasn't a big pop fan. I wasn't a huge coffee guy either. Occasionally, I would need a little bit of caffeine. When I graduated and started putting on weight like it was my job, I started doing it with water. It was sick. It was like putting an aspirin in water.

Because I worked in marketing, I started thinking that if you could come up with a way to do this that didn't taste, there'd probably be a lot of people who would rather drink something healthier than their diet-whatever. Everybody always said, "No, no, no. You can't do it." But there weren't any good reasons why.

I'm the kind of guy who will just push until you give him a good reason why he can't. I like being a doer and trying to find out why something can work.

Ever since I was a little kid, I was fascinated by the intricacies of doing business. My mom tells a funny story about when I was in kindergarten. I would come home with pockets full of nickels. Finally, my parents asked how I got them. I was finding crayons on the ground and selling them.

I don't have a lot of hobbies. I'm really close with my family, my wife and daughters. Whatever their hobby is, is my hobby.

My favorite thing about Columbus is that it fits my personality well. Midwestern. Good morals. Good values. People have a general kindness to them, but there's still a drive and an ambition in the city. If I had to pick a city that was just like me, it would be Columbus and Dublin.

One thing that drives me insane is rudeness. I'm as non-confrontational as they get. For some reason, if I'm polite to somebody, I'd expect them to be polite back. You hold the door. You say thank you.

The best advice I've ever received is that life is 10 percent what happens to you and 90 percent how you react to what happens to you. My mom told me that, and I still use it to this day.