Ask HN: I keep doing the same thing over and over, how do I change?

So in the past 4 years I worked on creating a SaaS product in a particular niche and it goes down something like this:

1) Build product

2) Get a few paying customers

3) Start working on improving it for customers

4) Realize product is bloated or is pretty lacking in features.

5) Build more features.

6) No increase in sales, keeps building

7) Gets tired, refund users, abandon working on it.

8) Starts hating 9-5 job, repeat the whole cycle again.

Is my problem, finding a market fit first? I automatically assumed that because of poor sales, I must be lacking in features so I immediately start building. But I get really burnt out by doing this. I almost always end up refunding my customers because I realize what I spent months building is lacking.

The biggest problem I have is, when I start to make incremental changes to the product, I keep having the urge to restart from scratch. However, it's a huge time sink to do this again and again (4 times already). I'm beginning to think this is just an issue with me.

I'm basically in my fourth iteration and I think it's finally clicking. Something is deadly wrong with my thought process.

Any insight would help.

I built the product. I built the website. I got a few customers. Then I get burnt out building more features or making it "perfect". Then I can't work on it anymore and so I look for a job.

After 4 years, I either introduce a change in my process and turn this into a sustainable income or I just give up completely.