Some people love their work and feel good about what they do. Other people make lots of money and then use it to do something good. But some people seem to have it all together, like Jeff Skoll, founder of Participant Productions. This is the company that focuses on making cause-driven films like Good Night, and Good Luck, Syriana, and An Inconvenient Truth.

An interesting article in the September issue of Fast Company quotes Skoll, former president of eBay (yeah, having a lot of money helps make your dreams possible), as saying that with Participant Productions the goal is "to build a brand around social relevance in media." Pretty intriguing. It's not just a mission, it becomes the brand--the foundation for the big picture and the basis of all the feelings people have about the organization. After making these films, Participant Productions goes on to build action campaigns around the films. It's a one-two punch--inspire hope, then action.

And with 11 Oscar nominations for a company formed less than three years ago, Participant doesn't seem to be sacrificing big-time attention in the process of making its points. Skoll has been able to attract A-list talent to his films, because, the Fast Company article suggests, top people want the chance to work on something they care passionately about. George Clooney is obviously all about this stuff.

The article also says "serious is hot right now." Do you agree? It will be interesting to see how Participant's Fast Food Nation does when it comes out in October.