A survey is presented of our works on orientability of poly(p-phenylene-benzbisthiazole) (PBT) as a model for rigid rods. It starts with the solid state with specific reference to diffraction by the individual molecule. It is followed by behaviour in semidilute solutions, demonstrating increase of orientability with increasing rod alignment, with vastly higher absolute values (as expressed by rotational diffusion coefficient) than anticipated from existing theory. The origin of the discrepancy, as identified by simulations, lies in the inappropriateness of the application of mean constraints, a recognition which should have wider implications. The relaxation from the highly oriented state, also in solution, has been followed and the elementary rotational jump of rods identified, with a new method relying on in situ (synchrotron) X-ray diffraction. As a separate line, we are announcing a new model system, ellipsoidal latices of predesigned axial ratios, with wide ranging potential for the study of rigid rod behaviour in polymer and colloid science.