When the home security company SimpliSafe launched, it marketed itself entirely towards renters. After all, they were an underserved marketplace—no other home security system was made for people who rent apartments. But SimpliSafe wasn't growing as fast as its founders expected, so it dug into its customer data and discovered something surprising: Half its customers were home-owners, the people it explicitly wasn't trying to reach. Now it had a big decision to make: Does SimpliSafe keep going with renters, or change everything (including its product!) to court this new marketplace of customers?