It's just a visual representation of design. The various diagrams can provide alternative ways to inspect and communicate various aspects of the design.
UML is most often only partially used, in my experience. A few diagrams might be a great way to communicate some aspect of the design (such as a sequence diagram for distributed system communication) and they can also help elicit more requirements during their inspection. Unfortunately, the level of detail that some of the diagrams go into is just not practical. I have never seen an organization adopt all of the diagrams. While early, more-complete designs are undoubtedly a great thing, all of the documentation becomes a burden--it is either thrown away or becomes outdated (regardless of futile attempts to maintain them).
BTW, that link sounds like a lot of management marketing (aka BS).