Alright – so today we’ve got the honor of introducing you to Terri Johnson of Challenging Industry Norms. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Terri, thanks for joining us today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard

Most independent bookstores don’t stock independently published authors—or if they do, it’s through consignment. That means the author provides books for free, and only gets paid if they sell. If a book is damaged or stolen, the author takes the loss.

I once saw a consignment agreement that outright stated: if a book is stolen, it’s the author’s loss—not the store’s. No other business operates this way. Retailers don’t expect the maker of a product to eat the cost of theft or damage. So why should authors?

I created Midnight Haven Books—a mobile bookshop devoted entirely to indie authors—with a different philosophy: to feature them with intention. And I don’t treat self-publishing like a lesser path. I treat it like the bold, brilliant leap it is.

I either purchase books outright or order them through Ingram if the author has chosen to distribute that way. There’s no consignment. No gatekeeping. No hidden hoops. Just fair, direct support for indie authors—especially those whose stories don’t always find a home on traditional shelves.

And I don’t just stock books. I see the people behind them.

I vet every title I carry—not to exclude, but to protect the integrity of the shop and its readers. If an author reaches out to me, they get a reply. Not an automated form email. Not silence. A real answer. Because I know what it takes to write and publish a book. It’s personal. It’s vulnerable. And the least anyone deserves is a response.

Sometimes, that response comes with encouragement. I remember one author who said she’d been meaning to look into distributing through Ingram. I gave her a gentle nudge, reminded her that most bookstores and libraries rely on that catalog when sourcing books. The next day, she reached out to thank me—said it was the push she needed. A few weeks later, she let me know she was officially listed and available everywhere.

That’s the kind of impact I want to have: quiet, lasting, rooted in relationship.

Midnight Haven Books isn’t just a bookshop. It’s a place where indie authors are prioritized, not pitied. Where they don’t have to beg to be stocked or prove their legitimacy. Where they’re treated like what they are: creators, professionals, storytellers worthy of shelf space and support.

This takes more effort. But I didn’t build a business to cut corners.
I built one to change the standard.

Midnight Haven exists to rewrite the rules:
To show readers that powerful writing doesn’t need a Big Five imprint to be worthy.
To remind authors they don’t have to wait for permission to take up space.

It’s not just a business model—it’s a belief system.
And that belief is what keeps the light on.

Terri, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Terri Johnson—pharmacist, author, and founder of Midnight Haven Books, a mobile bookshop dedicated entirely to independently published authors. I’ve always been a word-lover at heart: the kid who read encyclopedias like novels, who tore through dictionaries for fun, who found comfort in language long before I knew it would become my legacy.

Reading and writing were my first home; pharmacy became my career. But it was through indie publishing that I learned what it means to build your own table when the industry doesn’t offer you a seat.

Under the pen name T.L. Johnson, I write romantic suspense novels that blend psychological tension, emotional intimacy, and themes of mental health and resilience. That lived experience—of editing my own work, self-publishing, and navigating the challenges of visibility—shapes every decision I make as a bookshop owner. I know what it’s like to pour yourself into a story and still be told you don’t belong on the shelf.

So I built a shelf. One that moves.

Midnight Haven Books isn’t just a retail space. It’s a curated, mobile literary experience rooted in values: access, equity, and creative ownership. I handpick every title based on quality, voice, and emotional resonance. I buy books directly from indie authors or through Ingram if they’ve chosen that route—no consignment, no risk-shifting, no gatekeeping. I respond to every inquiry personally, because I believe in honoring the courage it takes to put your words out into the world.

This brand is built on relationship, not just retail. I’m proud to be disrupting an outdated model with something more inclusive, more respectful, and more sustainable for readers and authors alike.

Whether I’m curating the shelves of my trailer or encouraging an author to take the next step in their publishing journey, I do this with one goal in mind: to remind people that their words matter. Their stories matter. And they don’t need anyone’s permission to be seen.

What I’m most proud of is that every part of this business—every shelf, every title, every conversation—is rooted in care. I wanted to create a space where people feel seen, whether they’re reading the story or writing it.

And to be clear: I have nothing against traditional publishing or traditionally published authors. I love words. I love literature. I read everything. But indie authors deserve a platform that is wholly, unapologetically theirs. And the authors I work with—many of them underrepresented or overlooked in mainstream spaces—are so deeply appreciative to have that kind of visibility, respect, and support. It means something.

If there’s one thing I’d want people to know about me and my brand, it’s this: we honor the work. We lift voices that deserve to be heard. And we believe there’s power in doing things differently.

Let’s talk about resilience next – do you have a story you can share with us?

I grew up in a world where I had very little voice and even less control. I learned early to make myself small to survive—to stay quiet, to go unnoticed, to let others dictate what was possible for me. And yet, deep down, I always knew I was a storyteller. I always knew I had something to say.

That’s why, as an indie author and now a business owner, owning my voice is everything to me. Creative control isn’t just a preference—it’s personal. It’s about protecting your rights, your voice, and your story from being watered down, reshaped, or erased.

For me, resilience looks like building something that didn’t exist for people like us. A space where indie authors aren’t treated as less-than, but are celebrated for the boldness of carving their own path. I created Midnight Haven Books not just as a mobile bookstore, but as a platform where authors are reminded that they can take up space. That they deserve to.

I’ll never go back to making myself small. And if I have anything to do with it, neither will the authors I support.

Any advice for growing your clientele? What’s been most effective for you?

Hands down: building genuine relationships—especially on Threads. I don’t just promote my business; I ask authors to share their work with me. I repost their book announcements. I celebrate their launches. I respond to their DMs. I invite submissions by email and review every one personally. That kind of accessibility and authenticity has been a major factor in the growth of Midnight Haven Books.

I vet every title I stock: I read samples, look at covers, check pricing and packaging—because I’m not just filling shelves. I’m curating a space with intention. That word-of-mouth trust has been everything. I get messages almost every day from indie authors who say, “I heard about you from another author.”

And beyond digital growth, the model itself matters. The fact that Midnight Haven Books is mobile means I can bring indie books to small towns in West Virginia that don’t have a local bookstore—places that can’t sustain a brick-and-mortar shop year-round, but can support a pop-up every other week. That accessibility—both in how I show up online and where I physically bring the shop—has helped me build a loyal community of readers and authors who believe in what we’re doing.

Contact Info:

• Website: https://www.midnighthavenbooks.com
• Instagram: https://www.instagram.com/midnighthavenbooks
• Facebook: https://www.midnighthavenbooks.com
• Other: Email: [email protected]
  Threads: www.threads.net/tljohnsonauthor —I share a lot of bookshop and indie news here.

Image Credits

Owner Headshot: Micki G’s Photography (I do own the rights of use though)