By use of alcohol and caffeine in varying proportions...

Seriously, though a lot of it depends on whether it is business of leisure travel. On holidays, jet lag never really bothers me as a I know I can eat and sleep whenever I want but when it is for work it is much harder as you have to be awake in meetings or going out for dinner with customers when you really don't want to. Then its often just a case of experience and will power.

For flights to the US, I like a late afternoon/early evening arrival so that you have chance to stretch your legs and have some dinner before bed - though it is inevitable that I will wake up wide awake at 4am for the first 2 or 3 days.

When coming back ot the UK I prefer the overnight flight so that you can do a full day in the office, have some dinner in town or at the airport then get the maximum amount of sleep on the plane. When I get home a quick nap and a shower and then try to stay awake as long as possible.