Once, in a meeting with our PR firm, I suggested that we "take advantage" of some of our business assets, unique programs, artifacts, etc. to draw more attention to the business and, ideally, drive visitation. Without missing a beat, the lead publicist looked at me and said one word, "Leverage."
To take advantage of something is to imply that there is some dubious intent, but to leverage is to imply that one is looking to utilize resources more effectively and strategically.
This article, featured on Entrepreneur.com includes a number of great quotes on leverage that you may be able to apply to any type of business. Enjoy.