Then he warned them by recalling the punishments that had overtaken neighboring nations in both time and place, saying, “Let not your hostility toward me cause you to suffer what befell the people of Noah, or the people of Hud, or the people of Salih; and the people of Lot are not far from you” (Hud 89).

Next he held out the prospect of repentance and encouraged them to seize it: “Seek forgiveness from your Lord; then turn to Him in repentance. My Lord is indeed Most Merciful, Most Loving” (Hud 90). Yet this availed them nothing.

They retorted, “We do not understand much of what you say” (Hud 91)—a response born of obstinacy and their deep hatred for the truth—“and we see you as weak among us. Were it not for your clan, we would have stoned you; you hold no honor over us” (Hud 91). He replied, “My people, is my clan dearer to you than Allah, that you cast Him behind your backs in neglect? My Lord fully encompasses all that you do” (Hud 92).

When he saw their continued defiance, he declared, “My people, continue in your position; I too am acting. You will soon know on whom a humiliating punishment will descend, and who is the liar. Wait, then, and I am waiting with you” (Hud 93). When Our command came, We saved Shuʿayb and those who believed with him by a mercy from Us (Hud 93–94), and We delivered them from a harsh torment (Hud 58).

Allah then sent upon them a scorching heat that seized their very breath until they almost suffocated. Amid that agony He sent a cool cloud that shaded them, and they called one another to gather beneath its false shelter. When they had all assembled, the cloud blazed into fire and burned them to ashes. They were left lifeless—punished, disgraced, and accursed for all time.

• In the story of Shuʿayb there are many benefits:
• Chief among them is that giving short measure and weight in particular, and more generally depriving people of their rightful due, ranks among the gravest crimes and brings about punishment in both this world and the Hereafter.