Crossword Genius

Pay attention to work (9)

Ross

I believe the answer is:

cultivate

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'to work' is the definition.
(synonyms)

I don't understand how the remainder of the clue works.

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(Other definitions for cultivate that I've seen before include "Try to get in with" , "Grow (crops)" , "Foster" , "Promote" .)

I've seen this clue in The Globe and Mail.
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