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 industryWhen 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