Olaf Heine has shot everybody, from Sting to Snoop (Lion . . . Dog?), and has great advice for approaching a portrait. Instead of trying to reveal the “soul” held within the subject, he sees his job as merely directing a story that mirrors truth. He likens his approach to that of a film director. Both are conveying reality, but neither are confined by it.
I don’t know if I agree with abandoning “soul”, or personality, or however you call that certain feeling you get when seeing a powerful portrait. To me, the less a photographer interferes the better. But then again to each their own. I’m not the one getting paid to hang with celebrities.