“Head Monster” Noel Lee, founder and CEO of Monster Cable,  discusses with me the “art of attachment selling,” turning products into processes, and the  crash course in lifestyle marketing with Jimmy Iovine and Dr. Dre that propelled Beats by Dre into the #1 headphone brand in the world. All this and a remarkable founder’s story as well. This is the full transcript of my August 2012 interview with Noel, the essence of which appears in The Killing Giants Framework. Well worth the read.