Mise en place! Make sure ingredients are in proper condition (softened, if needed). Grease a 9" x 13" baking dish.
In a small bowl, mix warm water and yeast. Allow to proof.
In the bowl of a stand mixer, mix remaining dough ingredients together with a dough hook until mixed.
Add yeast and water. Knead with dough-hook until well-mixed and dough is pliable.
Mix brown sugar and cinnamon.
On a lightly floured surface, roll the dough out to an 18" by 30" rectangle.
Spread the very soft butter over the surface of the dough. Sprinkle with pre-mixed brown sugar and cinnamon.
Roll up the dough, starting at the long edge. Don't roll too tight (it needs room to expand), but roll tightly enough it holds roll shape.
Once rolled, cut off ends (that might not be completely filled with flavor) and discard.
Cut remaining log of dough into 12 even pieces.
Place rolls into greased baking dish. Cover and let rise for 1 hour. (they won't double, but they should expand by at least 1/2). If needed, let rise an additional 30 minutes.
Bake at 350° for 15-20 minutes or until golden brown and a toothpick inserted comes out clean.