In the bowl of a stand mixer fitted with the paddle attachment, add water, yeast, and 1 tablespoon of the granulated sugar ( I measure the 1/2 cup sugar then take 1T from that.)
Stir together, then let the yeast proof for about 5-10 minutes. When it's ready, it will be bubbly and frothy.
In a separate small bowl, whisk together buttermilk, egg, and oil until well-combined.
After the yeast mixture is bubbly , pour in the buttermilk mixture, remaining sugar, and salt, and mix together for 10-15 seconds.
Pour in 2 cups of the measured flour, and mix on medium speed until everything is incorporated and smooth.
At this point, switch out your paddle attachment with your dough hook. Continue to pour in flour, 1/4 cup at a time, until the dough pulls away from the bowl and balls up unto the dough hook.
Increase speed to medium and knead for 5 minutes. If it seems like it's too sticky, add more flour.
The dough should be slightly sticky, but not sticky enough to stick to your fingers when touched.
Transfer dough to a greased bowl, cover with a kitchen towel, then set aside in a warm place to rise for 1-2 hours, or until dough has doubled in size. I like to heat my oven to 100 degrees, then turn it off, and place the dough in there for faster rising.
Meanwhile, prepare the filling. In a small bowl, mix together brown sugar, cinnamon, and cornstarch until combined.
Grease a 9x13 dish.
Once dough has risen, liberally flour a large, clean work surface. Punch down the dough to remove air bubbles, then transfer it to the work surface.
Roll the dough out into a large rectangle, roughly 20x30 inches wide.
Spread softened butter over the surface of the dough, leaving a 1-inch strip on the edge of the dough farthest from you untouched.
Evenly sprinkle cinnamon sugar mixture over the butter, then use a rolling pin to gently roll over the mixture and slightly press it into the butter. This can get the rolling pin really messy, but is necessary for the filling not to fall out after you've rolled it up.
Starting with the edge of the dough closest to you, gently roll up the dough into a tight log, sealing it with the strip of dough you left untouched. Cut off any uneven ends. Score dough every two inches, then use those marks to evenly slice your dough into rolls.
Place rolls into your greased baking dish. Cover with a kitchen towel, then set aside in a warm place to rise 1-2 hours, or until rolls have doubled in size and are touching each other.
Bake in preheated 350 degree oven for 20 minutes, or until tops are golden brown.