ABOUT
Publishing is our passion. It is not just our business.
Our Story
Amazing things happened when a graphic designer and bibliophile joined forces intent on bringing a new approach to self-publishing. From the very beginning, the goal at What If? Publishing was to be different by design.
By combining their divergent skills, they created a self-publishing experience that focused not only on creating unique, beautifully designed, high quality, professionally printed books, but also on a process that put the author firmly in control, offering them a wide range of publishing and service options, and brought choice and creativity to every aspect of their project. Different by design starts and ends with them. Different by design means delivering an unprecedented level of value, service, creativity, and individual attention to every author they work with.
And they knew that they were onto something when their first client book project won two national and international awards as well as an Amazon #1 New Release status. To date, they have worked with countless authors, across just about every book genre, and are proud to have won numerous national and international book awards.
​
In 2025 Robin Shukle decided to focus her talents on business development with What If? Ideation.
​
Liz continues to bring her 30 years of publishing, marketing and design experience to help authors not only bring their book to life but also help with marketing, advertising, logos and websites.
Working with a variety of editors we can also help with developmental editing, story editing and proofreading.
We are:
Liz Mrofka is the What If? Chief Creative and Owner
​
Fresh out of design school, Liz was hired at Interweave Press, an international publisher of handcraft publications. There she acquired her love of publishing and learned the nuances of the publishing business. For the past 30 years she has had the opportunity to work with several publishers, designing award winning books and magazines, as well as develop branding, marketing materials, advertisements, digital media, packaging, conducting photoshoots, creating event booths, for a wide variety of applications.
​
Curious and problem-solving by nature, her creativity is also expressed through mixed medias and a new found love of creating designs for laser and CNC carving.
Prior to founding What If? Liz not only did graphic design but also invented and patented the Fobbie, Gift Wrapping in a Cinch® product. She won the Best New Product Award at the National Stationery Show which garnered attention in the industry leading to an exclusive worldwide licensing agreement with Berwick Offray, the largest ribbon and bow manufacturer in the world. The Fobbie has appeared on ABC, NBC, CBS and FOX networks, as well as the Today Show and the QVC Shopping Network. It has also been featured in a variety of publications and blogs and has been sold at Michaels® Craft Stores in the United States and Canada. Liz is the past Vice President of the Rocky Mountain Inventors Association, where she helped fellow inventors and has spoken about how to take an idea from conception to market.