I think if you like somebody you have to tell them. It might be embarrassing to say it, but you will never regret stepping up. I know from personal experience, however, that you should not keep telling a girl that you like her after she tells you she isn't into it. You should not keep riding your bike by her house either.
If the person who runs a company has a belief system and everything he does stays fairly truly to that system, it will attract like-minded people who buy into it and then keeps selling itself in concentric circles.