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 specific conflict situations. They think more persistently, and, thus, creatively, to resolve the problem interfering with their goal achievement. In sum, our study sheds light on conflict situations wherein frustration of a meaningful goal un anticipatedly fosters more creativity within organizations