This review focuses on the development of dynamic ammonium salt catalysis for selective organic transformations conducted in our laboratory since 2002. Several important concepts in designing of catalysts are described with some examples. In particular, the practial synthesis of chiral 1,1′-binaphthyl-2,2′-disulfonic acid (BINSA) and its application in chiral ammonium salt catalysis for the enantioselective direct Mannich-type reaction are described.