I'll take a crack at a possible meaning. Imagine you have a product with 10 features. You want to generate growth. Your first instinct might be: time to add a

I'll take a crack at a possible meaning. Imagine you have a product with 10 features. You want to generate growth. Your first instinct might be: time to add a new feature (upgrade the product). Another approach might be to investigate your users behaviour. You might find users are only using 5 of your features. You may then choose to educate your users on the other 5 features you already have (upgrade your user). This is one of the purposes of marketing. You would be surprised how often a customer will say "I didn't even know I could do that".