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Treatment of various substituted phenols in the presence of (diacetoxyiodo)benzene promotes the formation of a phenoxenium ion, a very electrophilic species able to react with various nucleophiles leading rapidly to a plethora of different cores present in natural products via several novel oxidative processes. This strategy fits within the concept of ‘aromatic ring umpolung’; in this paper a personal account by our laboratory on this thematic is described.