I get HODLING, but when do you take profits?

I HATE selling. I never sell. But I’m starting to think this isn’t the best way forward. Do you guys have any good tactics or rule of thumb you go by to take profits ? I’ve been disciplined in buying dips, waiting years and repeating. But every bull run my account swells, I watch it swell, feel good about it, then watch it fall 30-50% over several years. Then rinse and repeat.

I’ve never sold before, but then I realized is it just because I don’t have a solid take profit strategy?

Looking for some advice. Thanks!