Death Wish, Berserker Rage, Recklessness. Should be hitting these every time they are up.
Orc Racial if your an Orc.
But on a serious note, have we yet established whether or not your guild's fury warrior's problem is his gear or not? Is he hit capped (like thats hard as fury, lol) is he armor pen capped?
You've got a point there's so many warriors around that have way too much hit and expertise. Unfortunately you see a lot of people taking upgrades which aren't upgrades for them. Taking Polar Bear Claw Bracers to replace Titanium Spikeguards while hit capped and not Arp capped is a classic mistake. People gemming everything Arp while they're still using Needle-Encrusted Scorpion, Mjolnir Runestone or Grim Toll. There's a large scope of mistakes that can be made while selecting upgrades and gems. Enchants are pretty much standard, most people get those right.
1) Is he getting Windfury/Icy Talons from the raid? If not, that is a major dent in his DPS. Less White Damage, and less rage to use abilities.
2) If he has them, he needs to macro his DPS Racial Cooldowns and possibly trinkets into his Bloodthirst Button. I am an engineer, so I also have my glove enchant in my macro (/use 10). This is most likely minor, since few if any DPS trinkets in ICC are on activation. Here's the macro I generally use.
Look at all the unused space. Put some more HS in there.
Agreed this is the standard fury rotation, I insert my nose at the leftmost Bloodthirst button on pull then flop my head to the side until my cheeks trigger WW buttons, and reverse. You forgot Deathwish to buttons F1-F4, those you trigger with your left fist or a cat that you place ontop of the keyboard mid fight.
this right here is a case in point in how a warrior can start blowing. always whrilwind first, then bloodthirst.
This right here is how a fury warrior starts losing DPS.
Our hardest hitting ability is WW currently. I doubt that's any contest. However, this is PvE not PvP. We don't care about your highest single ability, we like highest damage per GCD.
In a standard rotation of 8 seconds, you use WW once and BT Twice. Therefore, your WW would have to do double the damage of your BT for it to be equal. I don't know about you, but my WW doesn't do double my BT damage.