# Apex Hides the Hurt

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- Book: [Apex Hides the Hurt](https://www.bookquiver.com/colson-whitehead/apex-hides-the-hurt) ([Apex Hides the Hurt.md](https://www.bookquiver.com/colson-whitehead/apex-hides-the-hurt.md))
- Authors: [Colson Whitehead](https://www.bookquiver.com/colson-whitehead)
- Publisher: fleet
- ISBN: 978-07-0889-875-8
- Published: 2018-03-01
- Language: en_GB
- Binding: Softcover

## Description

This New York Times Notable Book from the #1 New York Times bestselling author of The Underground Railroad is a brisk, comic tour de force about identity, history, and the adhesive bandage industry. The town of Winthrop has decided it needs a new name. The resident software millionaire wants to call it New Prospera; the mayor wants to return to the original choice of the founding black settlers; and the town's aristocracy sees no reason to change the name at all. What they need, they realize, is a nomenclature consultant. And, it turns out, the consultant needs them. But in a culture overwhelmed by marketing, the name is everything and our hero's efforts may result in not just a new name for the town but a new and subtler truth about it as well.