I too liked the diagram when I first saw. I take your point about the pitfall. However if we remove the titles of each and think of the stages I think there is merit in big programmes of work that contain multiple deliverables and work packages. Unless you define the core strategic need and business architecture upfront - and then at least test out concepts before you get into heavy cost developer and scrum work then you're at risk of not having an aligned and co-ordinated set of activity. What do you think?