In business, we can feel like we need to keep delivering what the customer wants and this is true to a point, but you need to remind yourself that YOU are the business owner, you get to decide.
When you are going through a space of losing joy, excitement or even faith in what you are doing it is usually because it is time for an iteration, time for an evolution. Business should be a space of joy and excitement for you. If it's not, what is the point?!!