In the startup age when new ideas are being exchanged constantly and rapidly, it appears that creativity is dying when it comes to pure communication.

Listening to Terry Gross interview Trent Reznor, I was struck by the musician’s drive for constant experimentation.

He explained in the interview that in the process of recording the soundtrack for the new movie, The Girl with Dragon Tattoo, Reznor and his creative partner Atticus Ross, purchased 3 beat-up pianos and then preceded to mess with them in order to create and generate interesting sounds.

As we enter a period of morphing creative hybrids and a world where know one quite knows what works, it’s amazing to see the dearth of experimentation in the world of advertising and communication.

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