What is the difference between business portrait and more artistic portrait?

Compare this photo with the previous post. It is the same person, the same outfit but the feel is very different. What is a big no-no in business portrait (for example, no eye contact) might be totally ok in casual photo session. Your body position is not that critical anymore. You still send a certain message to a viewer but the message doesn't have to be restrained to a particular character. In short, in casual photos you can play any role, be anybody you want to be (without putting too much thoughts into it). 
How do you usually take photos? What is your process? Do you pay attention to any of those things at all or do you go with a flow? Do you like the result?

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