Combine the marinade: in a large resealable plastic bag or a bowl add 2 tablespoons olive oil, 3 cloves garlic (minced), 1 tablespoon fresh lime juice, 2 teaspoons chili powder, 1 teaspoon smoked paprika, 1 teaspoon dried oregano, 1 teaspoon ground cumin, 1/4 teaspoon ground cinnamon (optional), and 1 teaspoon salt. Mix or whisk briefly to combine (or seal the bag and gently squeeze to mix).
Add 1–2 pounds chicken (breasts, cutlets, thighs, or drumsticks) to the bag or bowl. Seal the bag, removing as much air as possible, or cover the bowl.
Toss or massage the bag so every piece of chicken is evenly coated in the marinade.
Refrigerate the chicken for 2–24 hours. Lay the sealed bag flat if possible for even marinating.
When ready to cook, remove the chicken from the bag and discard the used marinade. Pat the chicken dry with paper towels if you want better browning.
Cook the chicken: grill or bake until the internal temperature reaches 165°F (74°C) measured with an instant-read thermometer in the thickest part of the meat. (If grilling, preheat to medium-high; if baking, preheat the oven to 400°F and place chicken on a baking sheet or in a baking dish.)
Let the cooked chicken rest a few minutes before serving.