An efficient Suzuki‐Miyaura cross‐coupling reaction of ortho‐phenoxy‐substituted aromatic amides with aryl boronates is described. The use of LiOtBu is crucial for the success of the reaction. An amidate anion, which is formed through deprotonation of the amide NH bond by LiOtBu, functions as a directing group to activate a C−O bond.