This was a segment on the Today Show about the guy (named Nelson) who trained his brain and entered the USA Memory Championship.
He creates pictures in his mind of what he sees to help him remember using visualization. Jenna Wolfe (a reporter on the Today Show) tried it. She trained her memory and then entered the contest. She didn't win - but Nelson did!
Nelson was an "average" student in school. All of this came about later from training his brain. Here's the video: http://www.msnbc.msn.com/id/21134540/vp/42069445#42069445
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