Encapsulating an artist and their work is no easy task, and when one is forced to do this in a short, sweet manner—on the floor of a fair, during a fast-paced call, or, god forbid, in the space of an elevator ride—the challenge grows bigger still. When it comes to the gritty, breakneck primer, where does one start? Where does one finish? Most importantly, how does one avoid reducing decades of practice and innovation to a string of glossy platitudes and false generalities? The below template may offer some answers—a basic roadmap for pitching artists without sending the ball sailing into the stands.