Here's the new standard, the chocolate chip cookie you'll bake again and again. More brown sugar than white and a pinch of cinnamon give them the richer, rounder, perfected flavor we pushed for as we tested batch after batch.
Preheat the oven to 375 degrees F. Line a baking sheet with parchment paper.
Whisk the flour, baking soda, salt and cinnamon together in a medium bowl and set aside. Beat the butter, brown sugar and granulated sugar with an electric mixer on medium-high speed in a large bowl until well combined, about 2 minutes. Add the vanilla and eggs and beat until light in color, 2 to 3 minutes. Add the flour mixture and mix on low speed until well incorporated. Fold in the chocolate chips by hand using a rubber spatula.
Using a small scoop or tablespoon, drop level tablespoonsful of dough onto the prepared baking sheet, about 2 inches apart. Store the dough in the refrigerator between batches.
Bake the cookies in three separate batches until golden around the edges, the center is soft-set and the tops get nice and crackly, 12 to 15 minutes. Cool the cookies on the baking sheet for 5 minutes, and then remove to a rack to cool completely.