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Add all of the ingredients to a bowl. Mix well until everything is evenly combined and lump free.
Pat your ribs completely dry with paper towels. Remove the membrane from the bone side if it's still on - slide a butter knife under the edge, grab it with a paper towel, and pull it off in one piece. This lets the rub penetrate the meat properly.
Apply the rub generously to both sides of the ribs, then press it firmly into the meat with your palm. Don't rub it in - pressing keeps the coating intact. Use about 2 tablespoons per pound of ribs as a starting point.
Let the rubbed ribs sit at room temperature for 30 minutes before cooking, or wrap them tightly and refrigerate overnight. The longer rest gives the salt and spices time to work into the meat for deeper flavor and helps the rub stick so you get better bark when it hits the heat.
Cook using your preferred method - smoker, grill, or oven. For smoked ribs, 225°F to 250°F for 4 to 6 hours depending on the cut. For oven ribs, 275°F covered in foil for 2.5 to 3 hours, then uncovered for another 30 minutes to set the bark.