"Superusers are actually this generation’s version of the generalist architect." 

– Scott Crawford, Principal, LMN Architects

Superusers book cover JPEG.jpg

"In this book, Randy has identified a class of people who are the harbingers of a new era of building." 

– Ian Keough, father of Dynamo, CEO of Hypar, from the book’s Foreword

"This may be the most insightful book of the decade." 

 Barbara White Bryson, co-author of The Owner's Dilemma

"This should be required reading for all architecture students and will serve as a necessary refresher for seasoned professionals.” 
– Andrew Pressman FAIA
"That’s the magic of this book, it brings the specifics of design thinking to the center stage, no matter what the next act of your career will be.” – David Zach, Futurist
"Think Like An Architect provides an excellent primer for how architects approach complex problems with rigor, empathy, and natural curiosity." – Matthew McGrane AIA, NCARB, LEED AP
"Deutsch’s latest book is inspirational for budding architects, thought provoking for the established practitioner, and useful for non-architects who may be intrigued by the idea of thinking, about thinking.” – Nancy Pollock-Ellwand, PhD, Dean and Professor, University of Arizona
"Above all this is a book about creative, mental dexterity – the jewel in the architects' crown.” – Professor Neil Spiller, Editor of Architectural Design, Emeritus Professor of Architecture 
"Think Like an Architect illuminates the process by which designers think, including those who exist far outside the architectural profession, making Deutsch’s book important reading for anyone committed to the pursuit of better thinking and better results.” – Richard R. Johnson, Director, Rice University

Available Fall 2020

“Architecture schools would be wise to require Deutsch’s Think Like an Architect as a common reading for all incoming students..." – Richard R. Johnson, Director, Rice University

Available Early 2021


What Randy does...

In everything I do, I try to accomplish three things: help move industry forward, help people evolve professionally, and help firms and individuals prepare for the future, one book, article, podcast, webinar, workshop, keynote and tweet at a time.
I make it my goal and practice to inspire and energize emerging and seasoned architects, engineers, contractors, owners, and manufactures, to become force multipliers and talent accelerants who make those around them better.
I work with people to become better design professionals, specialists, and teammates, to move forward in their careers, toward becoming Superusers, equipping them with the mindsets, soft skills, and skillsets they need to take-on today’s and tomorrow’s increasingly complex projects and problems.
How Randy does it
Through research and a deep professional network I glimpse into the future of practice and share what I find to help others prepare.
Like voice navigation for the AEC industry, I help design professionals get to where they want to go, faster, and more assuredly, encouraged, invigorated, and more fulfilled for having traveled there together.
On the shift design professionals and their firms are experiencing right now 
About my book, Superusers

Superusers are design professionals with the wherewithal to recognize a tool, curiosity to inquire into a tool, confidence to mess with a tool, capacity to learn a tool, creativity to combine tools & the interpersonal intelligence to connect with others to achieve actionable results.


- from Superusers: Design Technology Specialists and the Future of Practice

Who I wrote Superusers for
How firms today are addressing these concerns with remarkable results



“Just wanted you to know what a successful event this turned out to be this afternoon. I listened to the

special slide presentation prepared by our Associate Director of Graduate Studies, Randy Deutsch. It

was absolutely excellent - probably the best presentation about our School of Architecture I have ever

heard in all my 34+ years here on campus - very comprehensive, full of facts and figures about our

students, faculty research accomplishments, stellar alumni, vast alumni network, broad impact of our

School across the globe. Randy could not have done a better job - we are extremely fortunate to have

him in a leadership position at our School.”

KATHRYN H. ANTHONY, Ph.D. ACSA Distinguished Professor, School of Architecture |

University of Illinois U-C

“Inspiring inaugural lecture by Prof. Randy Deutsch in our CEE BIM 598 class at the University of Illinois Urbana-Champaign ‘BIM: Then, Today and Tomorrow.’ 140+ people in the audience and many more online. We literally had to seat some people on the floor. Thank you so much Randy for sharing your visionary thoughts with us!” Dr. Mani Golparvar Fard, Associate Professor of Civil Engineering, Computer Science, University of Illinois Urbana-Champaign

“At our Partners Meeting Randy Deutsch shared insights on how technology will impact the future of the

design professions. Our interest was to understand how we can leverage technology while

understanding if we are in line with our design professionals in the industry. ZGF Architects reflected on

the importance of superusers, their role within the profession and our teams. We are committed to

expanding superusers across our projects and have identified these individuals within our firm. We

discussed how we can leverage BIM to assist with additional low risk design elements, identifying

standardized designs and details. Lastly, we are expanding our computational design approach in all

our offices beyond a few projects and sustainability practice. We are performing more knowledgeable

sharing between project teams and offices to allow for mentoring, connectivity and training. Everyone

really appreciated Randy’s candidness and the insights he shared.”

Solvei Neiger, Partner, & Ted Hyman, FAIA, Partner, ZGF Architects

“Affiliated Engineers (AEI) as part of our Strategic Planning Process recognized that the digital or technological transformation occurring in our industry is redesigning how we will serve our clients and partners. To understand how and when this transformation will impact AEI, Randy Deutsch was engaged to share his knowledge with our 15 member Strategic Planning Team. He also provided a focused presentation on AI. Randy’s presentations were engaging, very informative and extremely

impactful as our Strategic Planning Team contemplated where to conduct deep dives and conduct additional research, resulting in a draft array of objectives, initiatives and goals for AEI over the next five years. Randy’s contribution to our Plan was invaluable to AEI and the clients we serve.”


“I invited Randy to Skender Construction’s executive strategic offsite as a subject matter expert on

current technology trends that may be shaping the design and construction industry. His presentation

and participation at our offsite provided technology insight and ideas on how the industry may

change. Along with McKinsey & Co. research, Randy’s engagement at our offsite led to our disruptive

vertical integration vision that is propelling our organization forward. In the 1ó years since our strategic

offsite, Skender has made enormous strides towards its vision including rebranding the company,

acquiring a design company, starting a manufacturing company, technology integration, and starting our first integrated modular project.” Mark Skender, Chief Executive Officer, Skender

“Randy’s willingness to share his knowledge and understanding of the rapidly changing professional landscape has been invaluable to NCARB’s efforts to focus on the future. His engagements with our Futures Task Force and at the 2019 Licensing Advisors Summit has energized our community to evaluate how regulation must evolve to meet a changing world.” Jared N. Zurn, AIA | NCARB, Vice President, Examination, National Council of Architectural Registration Boards

“Thank you for helping to make the Global Design Alliance meetings in Dallas a success. Your

presentations and engagement with the GDA audience were absolutely perfect. As I talked to GDA

members on Friday about our time in Dallas, the consistent highlight for all was your thought provoking

and transformative presentation. Taking note from the current season – you hit a grand slam.”


“Randy Deutsch understands the role that technology and innovation will play in the future of the AEC

Industry. During his keynote at the U.S. Minority Contractors Association (USMCA) Conference, Randy

shared his insights and experience with a cross-section of construction industry professionals. Though

the experience level of the attendees was mixed when it came to innovation, Randy did not miss a

beat. As he has done so many times before, his cool demeanor coupled with a witty presentation laid

the foundation for an eloquent delivery of fact and theory that was inspirational and not lost on even the

most novice attendee.” Shawn P. Phillips, Director of Virtual Design and Construction, F.H. Paschen

“Architect Randy Deutsch appears to be on to something. No other voice within the larger AEC industry has so lucidly laid out a path of inquiry into the evolving nature of architecture, with a depth and breadth of understanding of the current underlying transformations taking place at both the social (generational) and technological levels. His recent books continue to synthesize a vision of the needed evolution of architectural practice.” Anthony Frausto- Robledo, AIA, NCARB, LEED AP, Editor-in-Chief Architosh and INSIDER


"Professor Randy Deutsch’s lecture today about Emerging Professionals at AIA 2018 in NYC was the

best lecture I’ve heard in 3 years. He energized the whole room.”

Michael Riscica, Founder, Young Architect Podcast

“Thank you again for serving as our keynote presenter this year – you are such an inspiring, positive person. It was a true pleasure meeting you and having you in Nebraska – you were well received.” Sara A. Kay, Hon. AIA, Executive Director, Nebraska Chapter, American Institute of Architects

“Randy’s keynote presentation at the 2019 Licensing Advisors Summit touched and empowered not only

those in the audience, but an extended community of incoming and current professionals navigating the rising technology changes happening in the AEC industry.” Patricia N. Ramallo, AIA, NCARB, LEED AP, CPHD Senior Manager, Experience + Education, National Council of Architectural Registration Boards

“Finally got around to reading Superusers about a half hour in and I can’t stop reading. Thank you

Randy for putting into words everything I have been thinking and frustrated about these past 9 years in

the AEC/CRE world.” Clifton Harness Startup CEO


“I started Superusers and am in awe with the content. I’m not one of the recognizable names in the

industry but you have described my career experience with crazy accuracy. I made the decision to

depart from the traditional PM track in 2005 to follow a Superuser path and I haven’t looked back!”

Brent Pilgrim, The Beck Group

“I spent the weekend on a balcony here in Copenhagen reading Superusers & underlining quotes, around 5 lines per page, because as a computational designer I felt like I had gotten so many answers. It’s like the moment when Harry Potter meets Hogwarts. Thank you Randy for enlightening reading. Looking forward to reading your other books.” Mathias Sønderskov Nielsen, Architect, Sustainability Engineer, Henning Larson, Copenhagen, Denmark

“Been diving deep into the amazing work that is Superusers by Randy Deutsch. Thank you, Randy, for

paving a path for a whole new generation of influencers!”

Gautam Ramchandra Shenoy, Associate, BIM Director, Steinberg Hart

“I’ve read many, many reports, articles, and books about the future of architecture and the construction

industry – often pitching industry as ‘facing’ technology competitively. What an enjoyable, positive,

practical, and encouraging alternative view.” Paul Swaddle, co-author, BIM for Dummies

“Professor Deutsch is also a prolific author. His articles and books on BIM, technology, workflows and

strategies have a profound impact on the industry, which is evident as one of his books, 'BIM and

Integrated Design: Strategies for Architectural Practice' is a recommended reference book for the two

sections of ARE 5.0. His lectures on convergence and integrated design strategies informed us about

the direction design industry is headed, its diversification and importance of increased collaboration

which helped us understand the current state of the field and what to anticipate in the coming days.”

Nahid Akram, Intermediate Designer II, WATG, Irvine, CA, Class of 2016

“In his keynote presentation at the 2019 Licensing Advisors Summit, Randy Deutsch clearly presented architect licensing advisors from across the country with key concepts to help them understand how the design process is changing with the intervention of data-driven, generative, and predictive design. During the session the audience was invited to contemplate who is driving the changes in the profession, and most importantly, what role each of them want and will play in this unavoidable evolution. Attendees walked away from the session invigorated and ready to apply their newly obtained insights and perspectives: as licensing advisors they now have the charge to take the information learned and share it with the individuals they advise to support them as they prepare for and adapt to the incoming changes to our profession presented by Randy.” Patricia N. Ramallo, AIA, NCARB, LEED AP, CPHD Senior Manager, Experience + Education, National Council of Architectural Registration Boards

“We were fortunate to have Randy Deutsch come talk to Shepley Bulfinch earlier this year in support of

our 2030 planning effort. Randy fired up our designers and challenged them to build their personal

capacity to design tools to help them do their job more effectively. Since his visit, attendance at our

Dynamo and pyRevit trainings has gone up significantly, and the term superusers has made its way

into the lexicon of the firm. There is also a Digital Design Group starting to form, so designers from all

four of our offices can get together and share experiences to move forward. In addition to the

immediate impact above, Design technology was heavily featured in the outcome of our 2030 planning,

and we are focusing on designing a culture that supports the learning practices and social norms that

will allow us to move the firm into a future that looks both computationally driven and full of

opportunities.” James C. Martin, Vice President, CIO, Shepley Bulfinch

“It was really great to meet you yesterday. I wanted to thank you Randy for taking time out of your day to come talk with us; me, the geeks, and the firm at large. I’ve been hearing some great conversations happening around the office, which is really exciting. I know others got a lot out of our earlier group discussion. I really appreciate you allowing me to pick your brain about the career trajectory of design technologists. It’s given me a lot to think about, but also a lot of context and clarity.” Jess Purcell, Design Technology Specialist, Shepley Bulfinch

I’ve watched keynote presentations in numerous capacities and across multiple industries at this point, and for the most part, all of them fall into one of three categories: good, bad or great. Some are inspiring, some are informative and some are just confusing, but even then, they still fall into the “good” category. The vetting process alone means that you’re not going to see too many “bad” keynote presentations unless there’s a lot more going on with that presenter. That fact is why anyone that falls into the “great” category is so memorable, and the keynote presentation that Randy Deutsch delivered at the World Summit on Digital Built Environments was absolutely one of those. The event featured close to ten keynote presentations, but Randy’s exploration around how design is being redefined and the way in which data should be utilized in AEC was notable for several reasons. First and foremost, Randy is a dynamic presenter, but that’s something you can see for yourself in any of his TEDx or Building Design Construction videos. An energetic presenter can make everyone in the audience think they’re experiencing a “great” presentation, but what matters is what’s at the heart of a given keynote. Randy uses the stage of whatever event he’s at to highlight how technology is important, but that someone’s attitude and fit are much more of a priority, especially in AEC.  Jeremiah Karpowicz | Executive Editor



What will help us as an industry get from where we are today to where we need to be, to survive and thrive in the new world of design and construction?
Architects have become marginalized because others take on more risk, and better articulate what they do. I work with architects to help them discover their voice, center – and locus of power – again. 
As an advocate for emerging and midcareer design 
professionals, I coach them to not only survive but persevere and thrive, no matter where they are on their career paths; to understand what is on the horizon, to see where the AEC industry is heading; to break barriers & become all they are capable of.
I work with design professionals to become collaborative teammates, enabling them to find the confidence, resilience, and resourcefulness to address important, intractable, wicked problems; to articulate what value they bring to project teams, owners, and the industry; to communicate effectively and get the most from each other; not to subsist in survival mode, but to achieve their professional goals, dreams, and ambitions.


Randy Deutsch AIA LEED AP
call: 847.533.0338

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© 2018 by Randy Deutsch.