Direct sunlight is perfect for photographing people and most objects and scenes at sunrise and at sunset. At those times, it comes at the angle we usually need it. At noon though, sunlight creates distracting shadows. In order to get a great photo of your friends and loved ones closer to noon, move both yourself and them into the shade. Even in shade, there is ample sunlight at noon to illuminate everything in your shot. If both you and your subject are in the shade, then your photo won't have those ugly shadows on eyes and under noses.
If you are taking a photo of a building or some other large immovable object, don't take it at noon. Take the photo in the morning or in the late afternoon, whichever puts the sun onto the subject of your photo. Midday is a great time for taking photos of narrow streets, canyons, and courtyards. Noon can also be the best time to photograph the ground and people or things on the ground.