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Genesis 10:22

Builders of Name are Concealed,406 and Assurance,407 and I Mend According to A Demon, and Lud, and Highland.408

Footnote:

407

“Assurance” Asshur, אשור, noted as the place where Nimrod went to build Nineveh is from אשר, ashar meaning to go straight, go ahead, be happy, advance, succeed

As a noun it can carry the sense of “assurance” or “confirmation.” This derives from the general Semitic semantic field of the root, which conveys “rightness,” “success,” or “being straight/upright, go straight.” In usage, it can denote approval, validation, authentication, or acknowledgment of correctness, distinct from the proper noun אַשּׁוּר (“Assyria”). 

Gesenius defines the root "to be straight, right, to be fortunate, successful, prosper" and as a noun, "happy, fortunate, step"

(cf. Gesenius אשר and אשור)

The Hebrew feminine noun אשור has a literal sense of “step” or “footstep.” In biblical poetry, it is frequently used figuratively to signify one’s moral, ethical, or spiritual path. Poetic forms with possessive suffixes include אשרוֹ, אשרנוּ, אשריוּ, and אשרי. Notable occurrences are: Job 23:11; Job 31:7; Psalm 17:5, 11; Psalm 37:31; Psalm 40:2; Psalm 44:18; Psalm 73:2; Proverbs 14:15; Proverbs 17:5. In many contexts (e.g., Job 31:7; Psalm 44:18; Psalm 73:2), the steps are depicted as deviating from the right way or being surrounded by adversaries, reflecting the concept of false assurance or misguidance. Conversely, passages such as Psalm 37:31 and Psalm 40:2 emphasize steps that are established or held firm under divine guidance, indicating true assurance or correct moral progress. Comparative Semitic evidence (Arabic, Ethiopic) supports the literal sense of “footstep,” while the semantic extension from “straightness” to moral or spiritual guidance explains the figurative use in biblical poetry.

(cf. Strong's #838)