Turn the risen dough out onto a lightly floured work surface and, using a rolling pin, roll into a rectangle.
Spread 1/3 of your softened butter onto the dough rectangle (remember, you're making 3 dozen). You can add more or less butter. I typically add a bit more than the recommended amount of butter.
Top evenly with 1/3 of your brown sugar, white sugar and cinnamon. Feel free to add more or less of each ingredient. I prefer adding a bit more cinnamon. There isn't a right or wrong way to add the cinnamon and sugars. Just make sure they're sprinkled somewhat evenly.
Tightly roll up the dough to form a log. Cut 1-2 inch even rolls and place them in a greased 9x13 pan.
Cover with a clean towel and let them rise for another 30 minutes to an hour. The longer you let them rise, the fluffier they'll be!
Preheat your oven to 350°. Bake your cinnamon rolls for 25-30 minutes. You'll want to check the center cinnamon roll to make sure it's completely done. That center one tends to take a bit longer to bake.
Once your cinnamon rolls are baked completely, take them out of the oven and let them cool before frosting them.