Contrast this with Figure 2, which is intended to capture the internal structure of the Web design company and viewpoints of the roles within it, as well as the viewpoints of external bodies such as clients. Figure 1 emphasizes the flow of goods and services from supplier to customer, whereas Figure 2 emphasizes the flow of influence. So, for example, the Professional Society of Web Designers influences the company through expectations and standards. The director influences the work of the analyst and the coder through strategy documents, and so on.