I have notes where is written :
$$ \|A\|=\sup_{\| \psi \| = 1} \|A \psi \| = \sup_{\|\phi \| = \| \psi \| = 1} | \langle \phi | A | \psi \rangle|. $$
But I don't exactly know the hypothesis behind (I have "holes"), we probably supposed that $A=A^{\dagger}$ but I'm not sure.
For me, we have :
$$ \|A \psi \|=\sqrt{|\langle \psi | A^{\dagger} A | \psi \rangle|}. $$
I really don't see how we could have this other vector $| \phi \rangle$ that appears.
On one hand, $|<\phi|A|\psi>|\le \|\phi\|\|A\psi\|=\|A\psi\|$, so $\sup_{...} |<\phi|A|\psi>|\le \sup_{...} \|A\psi\|$.
On the other hand one can take $\phi=\frac{A\psi}{\|A\psi\|}$ and then $|<\phi|A|\psi>|=\frac{1}{\|A\psi\|}|<\psi|A^{+}A|\psi>|=\|A\psi\|$, so $\sup_{...} \|A\psi\|\le \sup_{...} |<\phi|A|\psi>|$