Freshness is key. A lot of the taste / smell qualities that put off people who aren’t big on fish increase rapidly with time. So make sure you buy your fish from a source you really trust to have fresh fish, keep it cold (put it on ice, even, on the way home from the store), and use it right away. Like, that very day if at all possible, or at least the next day.
Soaking it in water with some lemon juice can also reduce some of those flavors.
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