Apex Hides the Hurt

Apex Hides the Hurt

Book - 2006
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"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. 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 town’s aristocracy, thinks Winthrop is a perfectly good name, and can’t imagine what the fuss is about. 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. Our expert must decide the outcome, with all its implications for the town’s future. Which name will he choose? Or perhaps he will devise his own? And what’s with his limp, anyway? Apex Hides the Hurt brilliantly and wryly satirizes our contemporary culture, where memory and history are subsumed by the tides of marketing."--Inside jacket.
Publisher: New York : Doubleday : c2006
Edition: 1st ed
Branch Call Number: FICTION WHI
Characteristics: 211 p. ; 22 cm

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PearlyBaker
Aug 23, 2016

My hilarious, fabulous, five year old daughter often volunteers me for hard tasks because, "You are a doctor and work at a hospital." While in reality I am a social worker, I do have an online Doctorate of Divinity that I bought for 19.95 and make my friends and family call me Dr. Benson. This masterpiece by Colson W. is no less ridiculous about a nomenclature consultant. Like Tom Robbins or Kurt Vonnegut any tale by Colson has depth way beyond the surface material and challenges my beliefs on life, race, history and the ultimate search for meaning. When I am centered I can see purpose and God in everything I do. When I am not I can just as easily spiral into a nihilistic, fatalistic depression that would make the Dalai Lama weep.

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