. >> reporter: to get a better idea of what a memory athlete can do we put nelson's memory where his mantra is. >> i'm jimm don. >> reporter: after meeting and greeting 55 "today" staffers, spending less than five seconds. >> hi, matt lauer. >> i'm jackie. >> nice to meet you. >> reporter: we sat nelson down to see how he did. >> that's don. candice. debbie. kerry, matt. >> reporter: yep. >> in the end he missed only one. >> i don't remember. >> reporter: how does he do it? >> turning what you want to memorize into vid pictures. say you want a grocery list. look at words like milk and picture milk. >> reporter: to test the theory that anyone can do it, i dove in head first and entered the usa memory championship. first stop, a little training and by a little, i mean a lot. >> now let's focus on the last name. tanaka sounds like what? >> binaca. >> breath spray. >> what does binaca breath spray have to do with hashi tanaka. >> connect that to the feature. the nose, eyes, mouth, forehead, cheekbones. that's where you will hang your picture in terms of the visual picture you will create for the person's name