When travelling from the US west coast to Europe, I fight jet lag by staying awake on the entire flight, limiting my alcohol consumption to a glass or two of whatever wine seems tempting. KLM has always offered some wonderful wine selections in business class.
Upon arrival at 6-9am, I jump into the day as if I had slept the night, exhausting myself by 7-8pm local time and collapsing into bed. By the next morning, I feel just fine.
The returns are even easier as I arrive on US Pacific time near bedtime and am tired from the long flight anyway.