My writing class at college is having us read this book called "Made to Stick", it talks about urban legends and what makes them stick in our brains and how we can use that in our writing.

So far I've read about things being simple- but you can layer simple ideas together to make things more complex.

We also read about things being unexpected- like how watching what looks like a normal car ad with the minivan driving around the block is interrupted with a huge car crash and the words "Buckle Up" on a black screen.

Has anyone else read this book?
Have these concepts ever been used in your writing intentionally?