Mix the brown sugar, soft butter and cinnamon together until soft and spreadable. (I like to use a mixer for this).
Sprinkle some flour on your workspace, about ¼-½ cup. Fold the dough over until it is in the shape of a rectangle. Roll out the risen sweet dough into a 16" x 20" rectangle.
Spread the filling on the dough using an offset spatula leaving about ½ inch border on the dough without filling.
Starting from the longer, 20" side, roll the dough as tightly as possible, making a swirl. Seal the roll pinching the ends with your fingers.
Now you are ready to cut the rolls. Using a serrated knife and a gentle sawing motion, cut the ends off that don't have filling until you can see a pretty swirl. Then use a ruler, mark, and cut every 1 ½" until you have 12 rolls.
Grease your pan(s) with butter. Place the rolls in round pans. (I use disposable pie plates and place four rolls in each pan. They do not take up the whole pan.) You can also make one 9" x 13" pan.
Cover and let double in size in a warm place (about 1 ½-2 hours).
Preheat oven to 350°. Bake for 20-25 minutes until golden brown and cooked through.