Preheat oven to 250ºF and get out a roasting pan big enough to hold the brisket and put a rack in the bottom. If you have a pan with a lid, use that one. Otherwise, get some aluminum foil at the ready.
If not already trimmed, trim excess fat from the brisket, removing all but about 1/4″ cover fat from the top and cutting out the thick “heel” of fat on the under side of the point.
Combine all rub ingredients in a bowl. Use the full amount for an 8-10 pound brisket, half the amount for a 3-4 pound brisket.
Sprinkle the rub all over both sides of the brisket and press it to adhere.
Place it on the rack in the pan, fat side up.
Cover with foil.
Bake covered, 6-14 hours, depending on size. No basting is necessary. Seriously. Just step off it.
When the brisket is soft and jiggly (see video for visual cues) remove the foil and bake an additional hour to get the spicy crust on it.
Rest, covered, 30 minutes to 1 hour before slicing.