“Who ordered the battered cod” doesn’t sound like a book about exporting. But it is, written by a real expert in the field, Doug Jackson. We think it’s a must-read for anyone in business thinking about exporting – and even those who are seasoned exporters will find many useful insights. Doug explains the important methodologies of export through a whole panoply of his own anecdotal experiences, as well as those of others. In this podcast, Doug talks about his book and life experiences with our host Oliver Dowson.