Our study shows that relationship conflict has a positive effect on creativity when a relational self is activated. Likewise, process conflict has a beneficial effect on creativity when an independent self is activated. For both selves, the underlying mechanism is the frustration of goals that are important to each of them in speci- fic conflict situations. They think more persistently, and, thus, cre- atively, to resolve the problem interfering with their goal achievement. In sum, our study sheds light on conflict situations wherein frustration of a meaningful goal unanticipatedly fosters more creativity within organizations