Maybe an example will help. $F(x,y)= x^2 + y^2$. Now the gradient would look like $<2x , 2y > or 2xi + 2yj$ where $i$ and $j$ are unit vectors of the $x$ and $y$ axis. This vector field spans every quadrant. The gradient is sort of a place holder to build a vector field.
Certainly it does not point in one direction so in what sense is it pointing in the maximum direction? The maximum direction of what?
If you don't mind a little extra question on the side, but relevant, since it was the source of my original confusion. Is directional derivative is a dot product with the gradient and a unit vector pointing in any direction you choose but if the angle between the gradient and the unit vector is 0 , the cosine is 1 so that means that unit vector was pointing in the direction of the gradient ?
Since the directional derivative is a number only of what utility is it other than this observation ? I may be missing the boat on directional derivative.