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

– Scott Crawford, Principal, LMN Architects



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BIM and Integrated Design


"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
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"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 is an engaging read and would make an excellent present for that budding architect in your life.”
– Ola Uduku, Professor, Manchester School of Architecture

Available Now

“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 Now

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"How can architects solve the pressing issues of our time? Think Like an Architect, by Randy Deutsch, provides us all - practitioners, educators, students - a way forward into the future with optimism and hope. As an educator speculating about the future of practice and how to educate the next generation of creative professionals, I am always inspired by Randy’s books. The beauty of his writing is that he takes complex ideas and breaks them down into comprehensible concepts and actionable steps. With his latest book, he gets to the absolute core of the architectural process - critical thinking - by demystifying the craft and thereby elucidating the value of good design. In doing so, he is helping to make our beloved profession more comprehensible, more effective, more accessible, and more welcoming.”
– Ingalill Wahlroos-Ritter, Dean, Woodbury University School of Architecture


“All forms of innovation require critical thinking, whether the end game is a building or a business model, a design process, or a production strategy. Think Like an Architect offers a compendium of tactics and techniques used by architects trained to use critical thinking, creativity, and collaboration as a means to solve complex three-dimensional and often ‘wicked’ problems. Once acquired by the reader, these skills can be easily transposed into a whole array of creative and professional contexts - with truly transformative results.”

Dr. Harriet Harriss, Dean, Pratt Institute, School of Architecture


“Firmness, commodity, and delight are only half the story. The other half—how to get there and how to create solutions for all sorts of wicked challenges—is the focus of this much-needed treatise. Randy Deutsch advances a compelling framework for engaging and solving problems. Once internalized, this framework becomes a powerful tool, one that truly captures the unique thought processes of the finest architects. This should be required reading for all architecture students and will serve as a necessary refresher for seasoned professionals.” 

Andrew Pressman FAIA, Author of 7 books including Professional Practice 101: Business Strategies and Case Studies in Architecture


“Randy Deutsch’s Think Like an Architect is as timely as it gets—a reminder that the difficult mental tasks of critical, creative, and collaborative thinking are key foundational tools that are vital to successful design, and that their integration is as necessary as it is challenging. Deutsch not only argues for these modes of thinking, he also explains how architects can train their minds to be more agile, attentive, and open through simple exercises and hacks that can be applied every day. An indispensable guide to the complexities of real design thinking for professionals and, especially, for students.

Thomas Leslie FAIA, Morrill Professor in Architecture, Iowa State University


“In Think Like an Architect, Deutsch presents an approach for emerging architects to navigate today’s complexity. However, his lessons, presented through the lens of architecture, are indeed universal and apply to anyone who tackles ‘wicked’ problems where the solutions are neither easy nor obvious.” 

Raymond Daddazio, Former President, Thornton Tomasetti


“Can Architects be automated? No, not the good ones. Defining what a good architect now and will still be ten years from now depends almost entirely on their thinking; to think clearly with the tools at hand, no matter if it is a hammer or a VR headset. In this book, Deutsch details the broad skills of thinking that serve to create the built environment, but in reality, a divergently-trained, thinking architect can contribute to any occupation. 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, 2011-2013 Public Director, AIA Board of Directors


“This is a book that makes readers think…about ‘thinking’. Randy Deutsch, a professor of architecture and a practicing architect, poses an intriguing proposition in his book, Think Like an Architect; that thinking like an architect is not only essential for those in the profession, but also very valuable for others. For Deutsch thinking like an architect means thinking critically, creatively, and collaboratively especially when facing seemingly intractable problems. In this fast-changing world, he argues these ‘thinking skills’ are now more important than traditional architectural skills which he believes will soon be made obsolete by Artificial Intelligence and other advances. The ‘thinking architect’ is challenged to produce design solutions that not only meet existing and foreseeable problems but anticipate future unknowns. 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 College of Architecture, Planning and Landscape Architecture


Architecture schools would be wise to require Deutsch’s Think Like an Architect as a common reading for all incoming students to establish a shared foundational understanding for the process of how architects think, and then to serve as a continuous touchstone in the classroom and studio as the learning process unfolds.

Richard R. Johnson, Director, Rice University Administrative Center for Sustainability and Energy Management 


“Randy Deutsch’s book explores the biggest theme of an architects’ education – the ability to think – particularly about ‘wicked’ problems of which there is no totally right answer, and how architects can develop solutions with thoughtful priorities. This ability when nurtured, practiced, exercised and critically appraised often separates those that survive the on-going, exponential changes to the architectural profession and those that don't. 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 and Digital Theory, University of Greenwich, London


Randy Deutsch’s Think Like an Architect offers a contemporary account of Design Theory & Methods for today’s Generation Z.  He advances the notion that the goal of architectural education is to develop resilient, adaptive, and agile multidisciplinary thinkers. With an imaginative design and format, the book includes engaging interactive thought experiments that break up the text. Deutsch points out that architects don’t just problem solve, but also problem define and problem identify. They investigate what problems are worth solving. Often, the problem they have been assigned is not the one – or the most important or urgent one – that truly requires addressing. Today, they frequently include what Horst Rittel called ‘wicked problems’ – those intractable, hard-to-solve problems without an obvious solution, such as rising sea levels, affordable housing for displaced immigrants or preparation for natural disasters. One of the important take-aways from the book is that architectural design education fosters a culture of experimentation, which entails a non-linear, iterative process of design. And more importantly, that creativity is not only about succeeding. It’s about discovery.”

T.F. Tierney, Associate Professor Emerita, University of Illinois Urbana Champaign


"Most architects will tell you that the success of any architectural project hinges upon how well the architect is able to negotiate complexity. From project sites, budgets, and clients, no project is exactly like the last. Consequently, each design problem requires the ability to both rely on hard-earned training and experience, while also knowing when to be flexible, intuitive, and innovative. The best architecture results from striking just the right balance of each. Think Like An Architect provides an excellent primer for how architects approach complex problems with rigor, empathy, and natural curiosity. This book also makes the case that the architect's unique skillset and capacity for complex strategic thinking is both valuable and broadly applicable in a myriad of contexts outside of the realm of traditional bricks and mortar."

Matthew McGrane AIA, NCARB, LEED AP, Associate Principal | Studio Director, Farr Associates, recipient 2018 AIA Dubin Family Young Architect Award


Think Like an Architect reinforces many of the beliefs I have in my own teaching, most important of which is that design is a thought process! This book encourages architects to use our ‘superpower’ of critical, creative, and collaborative thinking to address today’s biggest challenges. Included within are tips for improving ones critical creative thinking skills, as well as a built in reading list for the curious professional. Think Like an Architect is a must read for architecture students, future designers, and even seasoned professionals who want to reexamine the value of critical creative thinking.”

Mark A. Pearson, AIA, LEED AP, Professor of Architecture, College of DuPage


"Think Like an Architect questions the architectural profession’s long-held assumption that design creativity is the ineffable product of one’s innate talent. Instead, Deutsch’s revealing book gives access to critical design thinking through immediately applicable tools and techniques grounded in responses to architecture’s wicked problems. Think Like an Architect is both approachable for beginning designers and illuminating for seasoned architects, reminding us that our most sustainable, resilient, and valuable technology is between our ears."

Marc Manack, Principal, SILO AR+D; Associate Professor, UNC Charlotte School of Architecture


“For those that believe (as I do) that the brain is a trainable muscle, Think Like an Architect provides a set of calisthenic exercises that build new strengths and open up new pathways of thought. It’s refreshing to see design thinking demystified and treated as a series of component parts with associated skills that can be practiced and improved.” 

– Renee Cheng, FAIA, DPACSA, NOMA, Dean of the College of Built Environments, University of Washington


“When I read this line, 'Architects tend to work fluidly, iteratively – between the rational and intuitive and aren't excited by the notion of working with action plans and checklists', I thought yes, that's me. But to actually translate that way of working into practical and persuasive architecture needs many soft skills such as empathy, collaboration, unbiased thinking, etc. This book starts off gently and then leads you into the meat of the matter – critical vs deliberate thinking, focussed work/thinking, preferences vs bias, facts vs opinions, and so much more. Don't be fooled by the austere presentation – Think Like an Architect is a clever and funny book. Drawing on inspiration from many different sources – from architecture, writing, art, psychology, yoga, to philosophy. And so from now I will aim to be an 'amiable sceptic' -– and it sounds like sound advice to architecture students as well as seasoned architects.” – Sumita Singha, B Arch (hons), RIBA, Ecologic Architects


“This book is so timely. Thinking critically and precisely is the most important skill that architects possess. Far more than any analogue or digital skill or activity, critical and applied thinking is essential to the success and survival of architects. Thinking well, then doing well – Think Like an Architect must be essential reading for staff and students in architecture schools and a reminder to architects everywhere – let us apply critical thinking to everything we do.”

Alan Jones FRIBA FRSA Hon FRIAS, President of The Royal Institute of British Architects (2019-21); Professor of Architecture (Practice & Education), Queen’s University Belfast, UK


"Think Like an Architect is an engaging read and would make an excellent present for that budding architect in your life.”

– Ola Uduku, Professor, Manchester School of Architecture 


“We all act with purpose: we conceive, we plan, and we execute constantly. This makes us all designers, which is an empowering thought. 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. Our global sustainability challenges require clear, critical, holistic thinking, and the ability to make decisions amidst great complexity and uncertainty. This is a setting in which architects can claim home-field advantage. Think Like an Architect is Deutsch’s masterclass in the process of how architects engage their full brains in solving problems creatively and collaboratively. Such thinking is essential for the deep work that lies ahead.

Richard R. Johnson, Director, Rice University Administrative Center for Sustainability and Energy Management 


“The tools of architecture, from pencil and paper to virtual reality apps, are only as good as the thinking that the architect brings to the project. With this book, Deutsch explains the fascinating range of mental skills that will make for a good (as in, employable) architect in the decades to come. Anyone involved in architecture, from the client to the construction worker will find long-term value in these pages.” 

David Zach, Futurist, 2011-2013 Public Director, AIA Board of Directors


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


If you haven't had the time to roam the planet collecting the best advice and case studies from the industry experts as Randy Deutsch has, then this book is for you.

Michael LeFevre, FAIA, Holder Constuction

While Deutsch's book title sounds intimidating, it really should be viewed as a guidebook for architecture firms that are considering - or that have already implemented - the software.

Marshall Goldsmith, Thinkers50

A must-read for architects who want to remain competitive and viable in the foreseeable future. Randy's prescient book points out how architects can capitalize on data. 

Michael Kilkelly, Archsmarter


“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.” Steve Frei PE, LEED AP, Principal, AEI | AFFILIATED ENGINEERS

“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.” Steve Frei PE, LEED AP, Principal, AEI | AFFILIATED ENGINEERS

“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 loston 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 Xpresso

"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

In The Press


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Randy Deutsch FAIA, 

LEED AP served as the Associate Director for Graduate Studies until 2019 and is Clinical Associate Professor at the University of Illinois Urbana-Champaign, teaching and conducting research in design, professional practice, building technology and digital technology. Randy is an international keynote speaker, workshop leader, AI researcher and design technology authority. An architect responsible for the design of over 100 large, complex sustainable projects, Randy has been an Exec Ed program leader at Harvard GSD, and has written for DesignIntelligence, and has been featured in ARCHITECT Magazine and Architectural Record.

Randy is the author of four books: most recently, Superusers: Design Technology Specialists and the Future of Practice (2019); Convergence: The Redesign of Design (2017) on the nature of the ongoing convergence of technology and work processes in the profession and industry; Data Driven Design and Construction: Strategies for Capturing, Analyzing and Applying Building Data (2015) on the innovative individuals and firms who are leveraging data to advance their practices; and, BIM and Integrated Design: Strategies for Architectural Practice (2011, translated to Mandarin in 2018). Randy recently wrote two more books published in 2020 and 2021.

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. 
News and Events
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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