This work describes a method for the difunctionalization of aryl iodides to generate polysubstituted arenes via Pd catalysis. The reaction hinges on the unique interplay between norbornene and the metal catalyst to impart a guided ortho C–H alkylation event followed by a programmatic ipso borylation to provide a diverse array of substituted arene products. The utility of this transformation is demonstrated through the functionalization of the boronic ester to a variety of valuable functionalities.