I find it mildly annoying when writers co-opt words for their own [marketing] purposes and then redefine those self-same words in order to validate their point. I am quite sure this is a logical fallacy of some kind. I'm just not smart enough to know which one it is. Let me provide an example:

First, the author says,

"Over the years, I've been accused by the press of many things, but one of my favorites is the articles that claim that I create cults or even religious orders in my companies."

Then, he goes on to say,

"...by 'cult' what I mean is a group of super high quality people who trust each other and have similar ways of thinking, learning, reacting, problem-solving and working together. Further, this team needs to bond together under a leader they trust and respect."

Well, no dictionary I can find defines cult in that way and the press were probably not using it in that manner either. In other words, he isn't addressing his favourite of the "many" accusations leveled at him. Instead, he is skirting the debate--if there is one at all--and repurposing it in order to aggrandize himself.