I hardly ever make the same rub twice! Jeff's rub is a very good base, and then you can customize it from there. Start with Jeff's, then try tweaking something the next time, and you'll be off and running! I'm always adjusting for my mood, who I'm cooking for, a certain flavor or heat level, or what happens to be in the cupboard. Alton Brown's rub is a good start, too. I tend to use a bit less sugar, and more spices than a lot of folks, I use middle eastern spices frequently, and your local Mexican/Latin grocery is the best for a great variety of chile powders and other spices. Plus, they can have some great meat options, if they're also a carniceria. Cheers!