Growth sometimes means disappointing people who liked the old deal.

Every arrangement has terms, even the unspoken ones. If you were always available, always agreeable, always the one who covered, then changing rewrites a contract other people were fine with. Their disappointment is real and it is not proof you did something wrong. It is what an adjustment feels like from the other side.

Decide in advance which one thing you are changing and how you will say it plainly. Deliver it once, without a long defense, and let the reaction happen. Stay kind and stay changed, because the second part is what makes the first one credible.