Steak seasoning should either be applied: 1. Just before grilling (no longer than 3 minutes (not ideal). This will create a solid crust on the steak, but will not promote tenderization or pull the flavor through the steak. 2. 60-90 minutes before grilling while the steak comes to room temperature. 3. Up to 24 hours before grilling, refrigerating the seasoned steak on a baking rack, uncovered, then bringing to room temperature before grilling. Options 2 and 3 will create the most tender, deeply flavored steaks through a process called dry brining. This simply means the salt in the steak rub pulls the moisture from the steak to the surface of the meat (the steak will look wet) where it mixes with the seasonings, dissolves the salt, then pulls the seasoning solution back into the meat for deep seasoning (see below). You should NOT add the steak rub and let it sit unless you have 60 minutes, otherwise, the salt will pull the moisture from the meat onto the surface without having time to reabsorb back into the meat.