In matters of style, swim with the current; in matters of principle, stand like a rock. -- Thomas Jefferson
The founding father and primary author of the Declaration of Independence knew a thing or two about principles. Among his many notable political achievements, is the bill he wrote in 1786 establishing religious freedom, which was used as a model for the religious language in the Bill of Rights.
When it comes to trends in the market it helps to stay current, but when it comes to what your company really believes in, stand firm and stay true to your principles.