Surah 43. Az-Zukhruf, Ayah 24

Whereas in some of the readings of the Qur'an the opening word of this verse is vocalized as an imperative, qul ("say"), the reading of Hafs ibn Sulayman al-Asadi - on which this translation is based - gives the pronounciation qala ("he said" or, since it is a repeated occurrence, "he would say").

The Warner or messenger pointed out the merits and the truth of his teaching, and how superior it was to what they called their ancestral customs. But they denied his mission itself or the validity of any such mission. In other words they did not believe in inspiration or revelation, and went on in their evil ways, with the inevitable result that they brought themselves to destruction.