(FORTUNE Magazine) – FOR RONALD REAGAN'S second term, chief of staff Donald T. Regan is doing more than putting new names in old boxes on the organizational chart. He's rebuilding the chart to create a streamlined, corporate-style White House that business lobbyists think will be more effective and more receptive to their views--though there are lots of faces they don't know. Regan's staff chart possesses a classic pyramidal reporting structure, replacing the somewhat Byzantine arrangement that grew up in Reagan's first term. In place of a ruling triumvirate--chief of staff James Baker, deputy chief of staff Michael Deaver, and presidential counselor Edwin Meese--only Regan will sit at the top of the staff pyramid. Unlike Baker, who used presidential assistant Richard Darman as a deputy, Regan probably won't appoint a No. 2. Says a close Regan aide: ''James Baker is a nice guy. He needed a Darman to say no. Regan'll be his own Darman.'' During Reagan's first term, he was served by 17 assistants to the President. Under Regan's scheme, about half a dozen will suffice. Staff positions like Cabinet secretary--the President's liaison with his departments--will continue to be powerful, but the powers will be exercised by deputy assistants to the President, reporting directly to Regan. Some of the ears business lobbyists will want to bend in the Regan-run White House: Max L. Friedersdorf, 55, assistant to the President and legislative strategy coordinator. The silver-haired superlobbyist served as chief congressional liaison for Presidents Nixon, Ford, and Reagan. In 1982 he was appointed ambassador to Bermuda. The next year he was named vice president of public affairs for PepsiCo and coordinated the Pepsi-sponsored Michael Jackson tour. Downplaying his powerful new role as the President's chief legislative strategist, he quips: ''Nothing could be more exciting or challenging than Michael.'' Thomas C. Dawson, 37, executive assistant to the chief of staff. A key member of Regan's inner circle, the lanky, boyish-looking Dawson could become the point man on world financial and trade issues that the White House thus far has lacked. He served as Treasury's liaison with the business community, and before that as deputy assistant secretary for developing nations, working on the Mexican and Brazilian debt crises. He is a Stanford MBA and a former ! international business consultant for McKinsey & Co. As a U.S. Foreign Service officer, he served in Great Britain and Brazil, and he speaks fluent Portuguese. Alfred H. Kingon, 53, deputy assistant to the President for Cabinet affairs. A former New York money manager and editor-in-chief of Financial World and Saturday Review, Kingon comes to the White House from Treasury, where he was the assistant secretary for policy and public affairs. Before that, he served as assistant secretary for international economic policy at Commerce. In his new post Kingon will coordinate policy recommendations sent to the President by his Cabinet. David L. Chew, 32, staff secretary and deputy assistant to the President. As senior deputy Comptroller of the Currency for policy, Chew has spent the last year working on bank deregulation. Formerly Don Regan's executive assistant at Treasury, Chew had been vice president of Citizen's Choice, the U.S. Chamber of Commerce's grass-roots lobby, and administrative assistant to GOP Senator Robert Dole. (His wife, Sheila Burke, is now Senate Majority Leader Dole's deputy chief of staff.) At the White House he will take over Darman's job of policing the paper flow--a post of great power. Christopher Hicks, 34, deputy assistant to the President for administration. A former trial lawyer with the Texas firm of Fulbright & Jaworski, Hicks served as Regan's executive assistant at Treasury after a period as associate director of personnel at the White House. Hicks's new job makes him responsible for such things as White House personnel, airplanes, and telecommunications. Hicks is close to Regan and a young man to watch.