ABOUT
Publishing is a passion. Not just a business.
What If? Publishing’s 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.
As of 2025 Robin is currently focusing her talents on helping small businesses and start-ups with What If? Ideation. whatifideation.com
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.
Photo by Garland Photography
Liz Mrofka is the Chief Creative and Owner of What If? Publishing.
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.
When Amazon's Kindle Direct Publishing launched print-on-demand publishing in 2011 it opened the door for authors who had a story to share, but couldn't get picked-up by a traditional publisher.
Wanting to test the quality and process with Amazon, Liz and her friend Deanie created The BeDeviled Bite, Sinfully Delicious Deviled Eggs cookbook. Impressed with the quality of printing and process—and beating out Martha Stewart for a #1 Hot New Release—she knew this would change book publishing forever.
Using the knowledge gained from working at a traditional publisher, as-well-as publishing print and ebooks with print-on-demand companies like Kindle Direct Publishing, IngramSpark, Lulu and Publish Drive, she can help authors and artists bring their visions to life with the quality of services that compete with traditional publishers.
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.
Need help with editing? I work with and recommend the following editors:
Jesse Weiner holds an MFA in Writing from the Vermont College of Fine Arts and was the Spring 2022 recipient of the Norma Fox Mazer Award, which honors excellence in craft. A member of the Author's Guild, her short fiction has appeared in a range of publications including The Saturday Evening Post and she regularly contributes craft articles to The Freelancer, a publication by the Editorial Freelancer's Association. Jesse is also a judge for the popular storytelling platform NYC Midnight and a mentor for the PEN America Prison and Justice Writing Program. Jesse has diverse interests, reading and writing across genres. A specialist in developmental editing and writing coaching, please consider contacting her for support on your works in progress.
Richard Newman is a professor of Creative Writing, World Literature, and Composition at Al Akhawayn University in Morocco. He is the author of four books of poetry, most recently Blues at the End of the World (Kelsay Books, 2024), the novel Graveyard of the Gods (Blank Slate Press, 2014), and plays which have been produced in several US theater festivals, most recently Mouth of Babes Theater in Wilmington, North Carolina, in 2025. He earned his MFA from Spalding University, and his work has appeared in Best American Poetry, Clockhouse, Rattle, The Sun, Tar River Poetry, and many other magazines and anthologies. Richard served as Editor-in-Chief of River Styx magazine for over twenty years, and continues to work as a manuscript development and structural editor as well as a copyeditor in final production phases. He has helped writers at all stages in their writing careers and across multiple genres—from books of poetry, fiction, non-fiction, and memoir to academic books and articles.
Valerie Gwynn holds a Master of Arts in English from the University of Northern Colorado, has completed the Professional Sequence in Editing certification through U.C. Berkeley Extension, and consistently pursues continuing education. Her specialty is copyediting, and she edits an eclectic array of genres and formats. She is an avid reader and a lifelong advocate for writers. Frequently accused of mind reading, Valerie excels in parsing intentions and matching authorial voice. Her process emphasizes kindness, humor, and approachable feedback, seeking to provide authenticity, not merely mechanical accuracy. She is an active member of the Editorial Freelancers Association, the LGBTQ+ Editors Association, and the Editors Tea Club.