A new type of rotor-synchronized 'R/L-driven' polarization-transfer techniques is introduced and is shown to lead to efficient rare spin polarization transfer over a large range of chemical shifts. It is demonstrated that polarization transfer can proceed via a zero- or double-quantum mechanism depending on the design of the pulse sequence. It is shown experimentally that R/L-driven polarization transfer can be observed not only in isotopically enriched compounds but also in natural abundance (e.g C-13) samples.