Before forming HorizonStar, Roderick Orr was a radio broadcaster, focusing on retail marketing, since 1966. He consulted thousands of customers from a unique perspective. Orr helped them organize their marketing efforts with a view toward their long term objectives, not just immediate advertising needs.
Orr discovered they made much better immediate marketing decisions (tactically) when they knew where they wanted to take their stragegic marketing effort over the next ten years.
Orr began studying strategic planning and began understanding that most organizations fail to do long term planning or visioning.
They live in "the now" and are highly immersed in today’s tasks, problems and challenges. They are "aimless wanderers".
Orr is working or has worked with 32 organizations and companies, including his own and organizations that he has served. All his customers describe their new visioning as bringing them revolutionary change.