The fire safety firms face the competitive pressure from numerous small-and medium-sized fire safety firms along with a price war; hence, they need to seek opportunities for growth in terms of product and service quality in order to increase overall competitiveness. Innovation has been the buzzword in recent years and is overwhelmingly the go-to strategy of firms across all industries in the face of fierce competition; the fire safety industry is no exception. A fire safety engineering firm in Taiwan is used as the subject in a study of how pursuing an innovation strategy enabled the firm to discover an opportunity. This research explored the case firm to gauge the level of innovation as the starting point for conducting further analysis. Furthermore, the analysis can be utilized to understand the case firm versus competitors in terms of differentiation to serve as reference for evaluating the effectiveness of pivoting the business.