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Colson Whitehead

Originally posted April 2006

Apex Hides the Hurt

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Shakespeare was only the first to ask, what's in a name? The latest is novelist Colson Whitehead, who mines the power of the name in his satire "Apex Hides the Hurt." His main character is an expert in naming things, whose lasting claim to fame is that he came up with the name for a line of adhesive bandages called Apex. But now he faces a much more difficult test of his ability.

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