Might as well blow my own trumpet as no one else who doesn't run seems to understand, but I've managed to mentally GRIND out through the 'Give up' stage of running. When I started running, I'd give up to easy at this Stage and once I got a stitch and heart felt like explodiing, I'd stop for 2mins for a breather and then start jogging again.
My Brother who's a good runner and does Marathons told me reguarly it was all in my head etc, and you just need to push through it, I used to think it wasn't and that I would collapse.
I have no idea why I'm typing this, but maybe for any novice runners or beginners out there and they constantly find themselves giving up at the ''fukk this'' stage - keep going, push on through it and you'll feel great at the end of it (and possibly like puking too).