In my mind, cheating can mean several things depending on what industry you are in. For example, let's say you work for an advertising agency and have been working with a small team of creative individuals and you come up with a brilliant ad campaign. Now imagine that someone you work with but outside your immediate team hears or learns about your idea and creates a whole ad presentation around your idea. Even though you work for the same organization, and you have the same end goal in mind of pleasing the customer, the fact remains someone took your idea and passed it off as their own. Would you consider this cheating?