I'd split your quest into two parts. The first theoretical, the second technical.
So grab some history books and read up about some producers in different genres at different times in history. Listen to their music and very quickly you'll have new ideas to incorporate into your own songs.
On the technical side, buy some books by Kurt Kurasaki, in particular
Power Tools for Reason 3.0 and 4.0. These books will help you rethink ways in which the existing tool set can be used to produce audio.
Also on the technical side, perhaps start reading more about the underlying technical theory related to audio technology and how effects units work. Reason is very very capable as a modular program in creating synths and effects that go beyond the capabilities of the stock rack devices. To this end, the Combinator is amazing!
Good luck!
Patrick
EDIT: Forgot to mention, Computer Music Magazine has Reason tutorials each month along with Masterclasses on producing different genres. It's worth buying some back issues off ebay / KVRaudio forums or even getting a subscription.