Apex Hides the Hurt

<p><b>This <i>New York Times</i> Notable Book from the #1 <i>New York Times</i> bestselling author of <i>The Underground Railroad</i> is a brisk, comic tour de force about identity, history, and the adhesive bandage industry.</b><br> <br> 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.<br> <br> 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.</p>