Apex Hides the Hurt

From the MacArthur and Whiting Award-winning author of John Henry Days and

The Intuitionist comes a new, brisk, comic tour de force about identity,

history, and the adhesive bandage industry

When the citizens of Winthrop needed a new name for their town, they did what

anyone would do--they hired a consultant.

The protagonist of Apex Hides the Hurt is a nomenclature consultant. If you

want just the right name for your new product, whether it be automobile or

antidepressant, sneaker or spoon, he's the man to get the job done. Wardrobe

lack pizzazz? Come to the Outfit Outlet. Always the wallflower at social

gatherings? Try Loquacia.

And of course, whenever you take a fall, reach for Apex, because Apex Hides

the Hurt. Apex is his crowning achievement, the multicultural bandage that

has revolutionized the adhesive bandage industry. Flesh-colored be

damned--no matter what your skin tone is--Apex will match it, or your money

back.

After leaving his job (following a mysterious misfortune), his expertise is

called upon by the town of Winthrop. Once there, he meets the town council,

who will try to sway his opinion over the coming days.

Lucky Aberdeen, the millionaire software pioneer and hometown-boy-made-good, wants the name changed to something that will reflect the town's capitalist aspirations, attracting new businesses and revitalizing the community. Who could argue with that?

Albie Winthrop, beloved son of the town's aristocracy, thinks Winthrop is a perfectly good name, and can't imagine what the fuss is about.

Regina Goode, the mayor, is a descendent of the black settlers who founded the town, and has her own secret agenda for what the name should be.

Our expert must decide the outcome, with all its implications for the town's

future. Which name will he choose? Or perhaps he will devise his own? And

what's with his limp, anyway?

Apex Hides the Hurt brilliantly and wryly satirizes our contemporary culture,

where memory and history are subsumed by the tides of marketing.