When a Word Stops Making Us Think

Off of last week's post inspired by the New York Times' op-ed asking whether “Liberal Feminism Ruined the Workplace," I thought more about one of the things that stood out in that article.

The word “woke” (or a version of it) came up at least 50 times throughout the op-ed. It felt like a teenager discovering a cool new term and wouldn’t stop using it.

But that repetition isn’t accidental, stylistic, or neutral. Because when a single word shows up that often, one of two things happens:
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It either becomes weaponized or meaningless. Let's explore what happens in either of these situations.

1. It Becomes Weaponized
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• Description → accusation
• Identity → insult
• Language → signal

And with that, it no longer invites curiosity, because it instead demands alignment. It becomes shorthand for “people like us think this… people like them think that.” Now suddenly, the word isn’t doing the job of communicating–it’s doing the job of dividing.

2. Or It Becomes Meaningless

On the flip side, some words get repeated so much they turn into ambient noise. They become buzzwords, placeholders, and stand-ins for real thought. People stop asking: What does this word actually mean? When is it accurate? When is it lazy? And once a word becomes familiar enough that we stop questioning it, it stops functioning as language and starts functioning as assumption. I see this all the time in messaging.

Either Outcome Leads to the Same Problem

The word stops helping us think. Instead, it replaces thinking. It becomes a shortcut for:

• Judgment
• Certainty
• Reaction

People respond to the word and not the argument. Not the context. Not the nuance. And this isn’t just about politics. This happens in workplaces, brands, movements, messaging, marketing, even in everyday communication.

Words like:

• Innovation
• Empowerment
• Authenticity
• Community

—are more or less fluffy words and without added context and definition don’t mean much, because everyone is innovating; everyone wants to empower their audience and be authentic; and everyone is building community these days.

Then for words like:

• Woke
• DEI
• Feminism

These are words that started off as identifying a problem with the current systems and power structures. And for those who don’t want to change the systems and power structures, they start to weaponize the words, turning movements into oversimplified terms that cause division and distractions.

“Woke” gets turned into “too sensitive.” “DEI” is misrepresented as lowering standards. And “feminism” becomes “man-hating.”

So What’s the Real Caution Here?

Not “be careful with words.” Not “words shape culture.” We already know that. The deeper truth is this:
When we repeat words instead of examining them, language becomes a substitute for thinking—not a tool for understanding.

And when that happens at scale? We don’t just lose nuance. We lose the ability to have meaningful conversation at all.

A Question Worth Sitting With...

Whether we’re writing policy, marketing copy, or social posts…
Whether we’re leading teams, shaping culture, or raising kids…
Whether we’re reacting, responding, or intentionally creating…

We have to ask:

Am I using this word to clarify, or to shortcut the complexity?

Because the words we repeat without thinking become the beliefs we stop examining. And once that happens? We don’t just lose language. We lose possibility.

Your Turn:

📌 What’s one word you see used so often it’s either become a weapon… or lost its meaning? I’d love to hear your list and your perspective.

And if you want to make sure you're clearly communicating with thought intention, book a Magic Hour session with me so we can review your current messaging, align it with your brand voice and intentions, and roadmap your next steps to making sure each word is clear.

​Stay curious and woke 😉
Justine

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Red Balloon Station is a creative hub for storytelling and brand messaging, dedicated to amplifying the voices of equity-driven Women of Color entrepreneurs and creatives. Through strategy, storytelling, and sales, we’re here to help you harness your own words and stories, forging meaningful connections with your dream audience and making a lasting impact on people, the planet, and culture.
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Justine Wentzell-Chang is an Eldest Daughter of Immigrants, Mother, Activist, and your Station Master/Chief Word Witch at Red Balloon Station bringing you strategic messaging and story-centered, conscious copywriting services. 

With a law degree and over a decade of experience making & writing movies that sell globally, I learned a thing or two about writing stories that sell. Now I’m here to give you a spoonful of strategy and conviction to make your words convert...in the most unforgettable way!

Your story deserves to be told—by you. For too long, others have controlled the narrative, distorting the brilliance, resilience, and impact of Women of Color. But we’re here to change that, because you’re not just building a brand; you’re shaping culture, challenging the status quo, and creating a ripple effect of empathy, equity, and positive change. My job? To make sure your messaging reflects that power—clearly, confidently, and with staying power.