Brian Tracy's Eat That Frog! is a self-help book offering 21 time management techniques to boost productivity.

The core concept involves identifying and immediately tackling your most challenging task ("eating the frog"), prioritizing high-value activities, and employing strategies like creative procrastination to eliminate less important tasks.

The book emphasizes goal setting, planning, and self-discipline as crucial components of personal effectiveness. Tracy shares anecdotes from his personal journey and incorporates principles from various fields to support his methods.

Tracy concludes with a summary of its 21 principles and encourages readers to apply them consistently to achieve success.