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From your post, it is not entirely clear to me if you are complaining: (a) about the habit of calling any arbitrary direction "forward" or (b) the over-use of the set phrase "going forward".
(a) is not strictly a linguistic problem, but more related to pervasive hype and marketing.
as for (b): What about "going ahead" which, to my ears, sounds more elegant and means just about the same.
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