As any photographer will tell you, shooting in direct sunlight is the opposite of fun. It creates unflattering shadows and makes it hard for a model to keep their eyes open - not a mood. Shooting at sunset, sunrise, or in a shady area would be 10000 times more preferable. However, on a recent shoot I did with my good friend and model Savannah, I challenged myself to shoot in direct sunlight, unflattering shadows and all. The result was a shift of my editing style to compliment the conditions, instead of conflicting with them. I brought the highlights down, blue luminescence up, and lowered the contrast in a lot of places.
The most important quality a photographer can have, in my opinion, is adaptability.