Since the publication of Daniel Kahneman's Thinking Fast and Slow in 2012, there has been an explosion of interest in System 1 versus System 2 thinking and its applications to research, marketing and public policy. But - what if we have it wrong? In collaboration with academic partners in behavioral and cognitive neuroscience, we have crystallized the latest science into a new understanding of human experience and decision making. The proposed model disrupts the myths that have grown out of the prior generation of science, and addresses some of the most important marketing questions of today like: What causes effective marketing disruption? We will share this model and results from our research on how disruptive marketing and design influences adaptive decision making and changes behavior.