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.
This. It can be exhausting. I feel compelled to reassure the person that I’m not upset or whatever. It makes a big deal out of something i’d rather not be expending any social energy on.
Here’s an exaggerated analogy of what is like: imagine that every time you sneezed someone came over all concerned, like 'are your alright? are you sure? do you need a doctor? ’ and you had to explain that it was no big deal and that you were ok.
It also reminds me a little of people who cut themselves down, making you fell like you need to tell them, ‘oh no, you’re not ugly / stupid / a jerk’ or whatever.