The confidence tax
After one successful entry, teams skip the discovery they did the first time. They assume the lessons were about the world. Most were about that market.
“Your first market taught you. Your second tests whether you know it.”
What actually transfers
Process transfers: how you validated, how you priced for proof, how you hired. Conclusions do not. Carry the method, re-earn the answers.
Rebuild the checklist
Run market two with the same rigor as market one, minus the fear. The rigor was the asset. The fear was just what enforced it.