Mix all the ingredients in a small bowl until they look like they actually like each other. No clumps—break them up with a quick whisk.
Pat dry your meat. Moisture is the enemy of crust, so dry it off and give the surface a light olive oil spritz if you like. This helps the rub stick like glue you actually want to trust.
Apply the rub generously. Massage it in with clean hands, covering every nook and cranny. Do a quick pat-down to make sure the surface is evenly seasoned.
Let it rest. If you’ve got time, rest for 30 minutes to an hour in the fridge. If you’re in a rush, let it sit while you heat your grill—same effect, just faster.
Grill, bake, or smoke as you prefer. For grilling, cook over medium-high heat to a safe internal temperature (adjust for the protein you’re using). For smoking, low and slow wins, and the rub will really shine through.
Rest the meat briefly after cooking. Five to ten minutes makes the juices settle and the crust set—no gnashing teeth over a soggy bite.
