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Apex Hides the Hurt by Colson Whitehead
Apex Hides the Hurt is a nomenclature consultant. He provides catchy names for products such as Apex, the name for a new adhesive bandage with the slogan "Apex Hides the Hurt." After a misfortune costs him a toe, the narrator quits his firm and sets out on his own. He's hired by town council of Winthrop to devise a new name for the town. Or at least that's the hope of Lucky Aberdeen, a millionaire software mogul who wants a new jazzy name to spark more interest and business in the town. Albie Winthrop, descendant of the family who put the town on the map with a barbed wire factory, prefers keeping the present town name. Regina Goode, the mayor, is a descendent of the black settlers who founded the town, and prefers the name be changed back to its original name. The narrator must choose a name that will help define the town, while struggling with his own issues. The latest novel from Colson Whitehead has received mostly positive reviews with the Cleveland Plain Dealer saying, "Whitehead's appealing mixture of allegory, provocation and hilarity will help prepare readers for the next pitch thrown their way."