Whenever I start to feel "off" or "icky" in my business, it is usually because I'm starting to worry more about myself (if people will like what I create and buy more in the future, how I appear, what people will think, etc.).
Prior to starting my business I had the false belief that people would think I was "self-absorbed" if I shared my ideas online. I've learned that the opposite is true: in order to have a successful business (that feels good), I have had to care more about serving others than worrying about myself.