Individual axis rotation

my aim is to place text objects on a sphere - so far so good.
now i am missing the wisdom to make the obejcts perpendicualar to the sphere.
the attached patch should make the problem obvious.
i am actually missing the words to describe it more clearly.

thanks for you insight!

rotate_test.v4p (18.3 kB)

top! thanks h99 for showing the light!