The Golden Hour is a Lie

The Southwest - it's sunny.

(Sixgun Siding) We all love taking pictures during “the golden hour,” that time just after sunrise or just before sunset when the light is soft, warm, and easy to work. Problem is, it only represents two hours of any given day. It is an atypical representation of a place.
For example, I live in New Mexico, a place infamous for harsh sunlight, but most pictures I see from the area don’t represent the state well at all. Do an image search using “New Mexico,” and you may be inclined to think the place is under a massive awning.
There’s a reason why many westerns like to show the “sun pasted to the sky like a wafer.” Not only is the sun a significant part of the plot, it’s a significant part of Southwestern geography. Have you ever seen a movie featuring a thirsty, sunburned guy lurching through the wilds of New York? Of course not.
Good pictures can be made under a strong sun, though you may have to fiddle with the controls a bit. Try stopping down, or speeding up the shutter, and see if your camera has something like a “highlight tone priority” setting. None of these settings are foolproof, but only a fool doesn’t try new settings or read the manual. Take a good look at your scene, try aiming for the true light mixed with some shadows.
It’s not really a question of never, but of always. Not to mention the fact that you'll get many more hours to enjoy your craft.

Man Shoots Picture in Broad Daylight and Lives! There you have it, straight, shiny, and accurate.

A pretty good compromise: Subject shot at an oblique angle, the side of the building a little washed out, just as it looked standing there, the front in shade, adding balance to the scene.