A recent column proposed that reverse age discrimination is as real as forward age discrimination, and that both are really mismatches between expectations and reality. In it I stated that gray hair and exposed scalp are de rigeur for strategic consulting.

Several readers interpreted this as gender bias, due to the paucity of follicularly challenged women. Actually, I was proposing that sex discrimination has the same roots: What’s usually called the “Old Boys’ Network” is really the “Old Bald Guys’ Network,” and women’s real problem is too much hair.

No, huh? Okay, chalk it up to hyperbole that backfired. But let’s talk about getting hired in the face of, for example, age discrimination.

Your first step: Ground your tactics in reality — not how things ought to be — and in your goals, not anyone else’s. Which means:

For you, human resources is a barrier, not an enabler. HR has only two concerns: compliance — keeping the company out of court — and workload reduction. So it enforces a fair process that mostly screens out applicants whenever an objectively defensible rationale presents itself. That’s HR’s goal. Yours is to get an interview. Bypass HR. Either through personal networking or cold calling, get directly to the hiring manager.

For most hiring managers, the entire process is a distraction. They just want an employee who will succeed at the job. Get face to face and be that person.

Worried about age discrimination? Don’t give cues about your age until you’re face to face. List only your last ten years of experience. Don’t put dates on your education. If you like, don’t apply for the job: Make it a sales call, presenting yourself as an independent consultant. Just get face-to-face.

Once you’re there, take some great advice I once received from Challenger, Grey and Christmas, the outplacement company: Recognize the difference between disqualifying questions and qualifying questions. “Are you willing to relocate?” is a disqualifier. The answer is always either “Yes” or “Under the right circumstances.” Don’t disqualify yourself, and save your thoughtful responses for the qualifying questions.

Here’s even better advice. Repeat this mantra: “I’m a professional. I have no problems. I cause no problems. I’ll solve your problems.”

That’s what the hiring manager wants. That’s what you need to be: A professional who has no problems, causes no problems, and solves the hiring manager’s problems.

That’s what you are, aren’t you? You’d better be, because if you aren’t, you have more to worry about than age discrimination.

I had this great idea: I figured smaller companies need the same integrative perspective and professional management a CIO provides large enterprises, but can’t afford a full-time CIO. So I created a solution — a low-cost IT management service.

187 marketing letters and a bunch of telephone calls resulted in precisely no interest. IT Catalysts still offers the service, but since 187 is a statistically valid sample, it’s no longer something we actively market.

Quite a few of you have asked about my experience starting IT Catalysts, so at the risk of overusing that most deadly of words — “I” — here are some early lessons learned.

Lesson #1: Selling is everything. Yes, everything. If you aren’t prepared to sell, don’t start your own business. I received a deluge of kind wishes and great advice when I announced my transition in this space, but no flood of requests for my services. If you start your own business, prospects won’t call you either. You gotta sell.

Lesson #2: Write the brochure first. You don’t have to produce it, just write it. It forces you to craft clear answers to important questions, like what you are selling, who you are selling to, and why that person should choose you instead of a competitor. You’re always selling to a person, not a company. Choose someone who will want what you’re selling and can make the decision to buy it.

Lesson #3: Write the brochure before the website. A brochure must be concise. The web gives you too much space. (Yes, I learned this the hard way.)

Lesson #4: Use your friendships, but don’t abuse them. Now that you know who you’re selling to, ask every friend you have to introduce you to anyone they know who fits the description. Don’t ask for more than an introduction, though, and don’t sell to a friend unless friendship means less to you than income.

Lesson #5: Make more friends. If you understand Lesson #3, Lesson #4 is self-explanatory.

Lesson #6: Be friendly. You can’t be brilliant until after they like you. If you’re brilliant before that, you’re just another annoying show-off who knows how to talk but not how to listen.

It’s a tough year to start a business. It’s also a tough year to find employment. The only benefit of employment is that you don’t have to sell as often. It isn’t security. As a wise friend put it, true security only comes from the lack of security.

I have plenty of that.