In Yorùbá culture, speech—Òrò—is never “just words.” Every word carries àṣẹ, the sacred power to create or destroy, bless or curse. Effective speech is measured not by eloquence alone but by the harmony of words, character (ìwà), intention (èrò), and action (ìṣe). When these elements align, communication becomes authentic, trust is built, and cultural values are preserved. As the elders say: “Ìwà l’ẹwà” — character is beauty.