This diagram represents the perpetual flow of information between a supplier of a product (goods or services), and the customer/consumer of that product, with the four flow arrows referred to as the "Customer Focus".
The concepts in this document represent the Supplier viewpoint. The basis of all Supplier operations is satisfying Customer requirements.
Focusing on the Customer requirement draws the Supplier towards continuous improvement, because the Customers will expect always higher quality products (goods and services) as time passes.
This continuous improvement is at the heart of quality and improvement movements. Note that the models in this document are not absolute "right answers" for the supplier, but are a start point for facilitating the improvement of the supplier's enterprise.
Each arrow flowing between Supplier and Customer represents an improvement opportunity. The first opportunity comes in measuring the Customer satisfaction with their current environment, including satisfaction with those products provided by the Supplier. In the second opportunity, the Supplier's potential market come from the Customer's needs that fall into Supplier mission/purpose areas. It currently doesn't matter what source the Customer is using to get these needs met, the supplier can seek to satisfy them. The third opportunity is when the Supplier strives to satisfy the requirements, if it is within the chosen mission/purpose area. The fourth opportunity comes in provisioning the known need. With aggressive efforts at "Exceeding Customer Expectations", the Supplier can evolve towards being the "Supplier of Choice" by its entire potential Customer base.