Tech baron Lucky wants New Prospera the last batty scion of the Winthrop family wants to cling to tradition and Mayor Regina Goode, a descendant of the first Goode, wants to return to Freedom. Now a native son made good has brought his technology company back to town, and he wants a forward-thinking name that will help him recruit employees and other silicon prairie businesses - the protagonist's former firm has come up with New Prospera.īut as in the town's earliest days, the three-member town council must vote to change the name. Then Sterling Winthrop came to town, bringing with him a bustling barbed wire business Winthrop and the town's two founders, optimist Goode and pessimist/realist Field renamed the town Winthrop, a name that would reassure other white businessmen and settlers. The town was founded by newly free former slaves and was dubbed Freedom. He's been roped back in for one last job - arbitrating a naming dispute in what is now known as Winthrop and what might soon be rechristened New Prospera or might revert to being Freedom. But of late, ever since "the incident," he's been avoiding work, people, and even hygiene in favor of hiding out at home. He tells companies what to call their new cars, drugs, floor polishes, and widgets. Our narrator is a nomenclature consultant. The town was founded by newly f Company crossed with Paradise. This review has been hidden because it contains spoilers. Which name will he choose? Or perhaps he will devise his own? And what’s with his limp, anyway?Īpex Hides the Hurt brilliantly and wryly satirizes our contemporary culture, where memory and history are subsumed by the tides of marketing.more Our expert must decide the outcome, with all its implications for the town’s future. 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. 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. 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. Once there, he meets the town council, who will try to sway his opinion over the coming days. “Flesh-colored” be damned-no matter what your skin tone is-Apex will match it, or your money back.Īfter leaving his job (following a mysterious misfortune), his expertise is called upon by the town of Winthrop. Apex is his crowning achievement, the multicultural bandage that has revolutionized the adhesive bandage industry. And of course, whenever you take a fall, reach for Apex, because Apex Hides the Hurt. Always the wallflower at social gatherings? Try Loquacia. Wardrobe lack pizzazz? Come to the Outfit Outlet. 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. The protagonist of Apex Hides the Hurt is a nomenclature consultant. 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 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 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.
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