Apex hides the hurt

by Colson Whitehead

From the MacArthur and Whiting Award--winning author of John Henry Days andThe Intuitionist comes a new, brisk, comic tour de force about identity,history, and the adhesive bandage industryWhen the citizens of Winthrop needed a new name for their town, they did whatanyone would do--they hired a consultant.The protagonist of Apex Hides the Hurt is a nomenclature consultant. If youwant just the right name for your new product, whether it be automobile orantidepressant, sneaker or spoon, he's the man to get the job done. Wardrobelack pizzazz? Come to the Outfit Outlet. Always the wallflower at socialgatherings? Try Loquacia.And of course, whenever you take a fall, reach for Apex, because Apex Hidesthe Hurt. Apex is his crowning achievement, the multicultural bandage thathas revolutionized the adhesive bandage industry. "Flesh-colored" bedamned--no matter what your skin tone is--Apex will match it, or your moneyback.After leaving his job (following a mysterious misfortune), his expertise i