This great rub is a staple to many pitmasters. I first discovered it in the Smoke and Spice BBQ book, and have used it as a foundation for many great rubs. Good on ribs, brisket, chicken, pork, and just about everything! We have made a few minor tweaks to the original recipe, and this is our current "go to" rub that we favor on our pork and some poultry. It is also good on large meats where you want a nice crust or bark: but not steaks or burgers. For those beefs, use the Steak Rub which does not include any sugars.
1.5 cup smoked paprika
1/2 cup ground black pepper
1/2 cup coarse salt, either Kosher or Sea Salt
1/4 cup brown sugar
4 tablespoons chili powder
4 tablespoons garlic powder
4 tablespoons onion powder
1 teaspoon cayenne (up to 2 teaspoons if you like it hot)
Mix it all together in a bowl. Store covered in a cool, dark pantry.