One of the beautiful things about self-publishing is that one can choose which of those ‘musts’ or rules, that one follows. It’s obviously good sense to take note of the experience of generations of writers and editors, to understand what makes a book sell and how to build the compelling elements into a story. But there is a certain freedom as an indie author, to choose to break those rules. The risk is that fewer people will enjoy your book – but it IS a choice. As an indie, you have the freedom to experiment, because nobody else’s dollar but your own is at stake.