Quantum walks and random walks bear similarities and divergences. One of the most remarkable disparities affects the probability of finding the particle at a given location: typically, almost a flat function in the first case and a bell-shaped one in the second case. Here I show how one can impose any desired stochastic behavior (compatible with the continuity equation for the probability function) on both systems by the appropriate choice of time- and site-dependent coins. This implies, in particular, that one can devise quantum walks that show diffusive spreading without losing coherence as well as random walks that exhibit the characteristic fast propagation of a quantum particle driven by a Hadamard coin.