This is not a rhetorical question

I've been reading Tom Asacker's great blog for a while now, and am always appreciative of the way he so bravely takes on the concept of Brand. In his latest post, he gets to the meat of what brand is and argues against the semantics and pedantic entrapments of marketing jargon.

In response to some of his comments, he had this to say,

Like JFK, I'm an idealist without illusions. I know that, when all is said and done, it's still about making a buck. Such is the nature of Capitalism. So what? Until someone discovers a better weltanschauung, I'll work with what I've got. My goal is to help *us* make a buck WHILE making a difference. Is that so far fetched? Am I naive?

What I want to know is this - how do you (meaning you reading this, fellow marketer/business professional) make a difference while helping make a buck? How do you make money (and strive to make more) or help someone else make money and make a difference at the same time?

Also, what is your definition of "making a difference?"