Role Modeling — constructing various forms of relationships based on different roles. Role modeling can be used to achieve several goals: to change the way brands interact with users, engage users throughout their journey, engage students in the learning process, as well other goals. Role Modeling is a tool that is used as part of the CRAFT methodology.

CRAFT is a new methodology that stands alongside other methodologies that are traditionally used for problem solving & ideation. It helps to create Big Ideas, turn abstract meanings into working products, formulate what everyone will understand and accept equally. It is described in detail in V. Lebedev's book "CRAFT: How to Create Big Ideas".