The derivative of [tex]f[/tex] in direction [tex]\mathbf{u}[/tex] ([tex]\mathbf{u}[/tex] is a unit vector) is
[tex]\nabla f \cdot \mathbf{u} = |\nabla f||\mathbf{u}|\cos \theta[/tex].
This has a maximum when [tex]\theta = 0[/tex] which means that [tex]\mathbf{u}[/tex] points in the same direction as [tex]\nabla f \cdot[/tex]
The maximum value of the derivative is thus [tex]|\nabla f|[/tex] in the direction [tex]\nabla f[/tex].