Atmosphere is related to Must. Must is related to Compelling. 
Lose is related to Outcome. Outcome is related to Effect. Serve is a type of Effect. Serve is a type of Deliver. 
Atmosphere <--RelatedTo--> Must <--RelatedTo--> Compelling 
Lose <--RelatedTo--> Outcome <--RelatedTo--> Effect <--IsA-- Serve --IsA--> Deliver 