I was getting lazy with value studies before doing final paintings, yet I always tell students how important they are to creating "readable" illustrations. Now always I take the time.
When I have to render "generic" people, I find it easier to use either reference of a random person, or take traits from multiple celebrities so it doesn't look like one specific person., but still gives me details.
There are times when every minute counts with deadlines. Finding ways to speed things up without compromising quality rates high on my list. Here's just one small example on an in-progress job. (I know the hand needs work).
Back from my travels and back to work: here's a useful (FAST!) way to add lighting and drama to an illustration. I also added extra lighting on face/body using a separate dark and light "Curves" Adjustment layers and masking.