Place rack in the lower ⅓ of the oven then preheat to 275 degrees. Trim brisket of excess fat, but make sure to leave at least a ¼" layer of fat on the fatty side for flavor—the fatty layer on top essentially ‘bastes’ the meat as it is cooking. Trim lean side of as much silver skin as possible. Place brisket, fat side up, into a roasting pan that allows 1"–2" of space all the way around the meat then set aside.

To make the dry rub, mix chili powder, salt, paprika, garlic powder, onion powder, brown sugar, pepper, mustard powder and thyme leaves in a small bowl then stir until uniformly combined. Spread entire bowl of dry rub over brisket, coating the top, bottom and sides then return brisket to pan, fatty side up, before cooking.

Place brisket in oven, uncovered for 1½ hours. Remove from oven then pour the can of beef broth into the bottom of pan. You should have ¼"–½" of liquid in the bottom of the pan. Cover tightly with 2 layers of foil then return to oven for 3–4 hours—when the meat is nice and tender.

Remove from oven then transfer meat to cutting board. Let it cool for 8–10 minutes before slicing against the grain into thin slices. Pour cooking liquid into a bowl then let the fat collect on top. Skim the oil from the cooking liquid then serve the juice alongside the meat if desired. Enjoy!