How do you handle the psychological toll of pivoting?

We’re currently going through our third pivot.It’s a good step forward.

We're building almost entirely new features that will deliver much clearer, more tangible value to our users.

But mentally, it’s tough.

Every time we pivot, I’m the one who has to break the news to the team. Having to constantly tell them,

"The stuff we built wasn't what users really wanted, so let's shift directions again based on this feedback..." has been a real hit to my self-esteem. It makes me feel like I’m failing as a leader, even though I know logically that pivoting based on data is the right move.

For those of you who have been through multiple pivots:

1) How do you cope with the psychological strain and keep your self-esteem intact?

2) How do you keep your team motivated when you have to reset the direction again?