To me, this usage sounds rather like sloppiness and an unwillingness to remember the actual needed verb for the moment. Similar but less appropriate, perhaps, than the current use of the verb "grow" in the phrase "grow your business". Is that evolution of a language, replacing the cumbersome "cause your business to grow", or other possibly more correct phraseology? Or maybe people really do mean simply to throw a bit of fertilizer on the business, hose it down, and hope for a good amount of sunshine...