diff --git a/README.md b/README.md
index 8080c30..ec522a8 100644
--- a/README.md
+++ b/README.md
@@ -37,9 +37,9 @@ docker build \
        $EMBARK_DOCKERFILE
 
 source <(curl $RUNNER)
-run_embark --rm -- demo
+run_embark demo
 cd embark_demo
-run_embark --rm --
+run_embark
 ```
 
 Review the
@@ -62,6 +62,20 @@ EMBARK_DOCKER_RUN_OPTS_REPLACE=true
 run_embark [docker-run-opts] -- [command]
 ```
 
+By default `run.sh` invokes `docker run` with the
+[`--rm`](https://docs.docker.com/engine/reference/run/#clean-up---rm) option,
+making the embark container ephemeral, i.e. it will not persist on the docker
+host's file system after the container exits. To override this behavior:
+
+``` shell
+EMBARK_DOCKER_RUN_RM=false
+run_embark [docker-run-opts] -- [command]
+```
+
+Note that if you have `EMBARK_DOCKER_RUN_OPTS_REPLACE=true`, then `--rm` would
+need to be provided in `[docker-run-opts]`, i.e. `EMBARK_DOCKER_RUN_RM` will be
+effectively ignored.
+
 ### Shortcuts
 
 These are equivlent:
diff --git a/run.sh b/run.sh
index 88f2ac3..ea3666f 100755
--- a/run.sh
+++ b/run.sh
@@ -7,6 +7,7 @@ run_embark () {
     local EMBARK_DOCKER_RUN="${EMBARK_DOCKER_RUN}"
     local EMBARK_DOCKER_RUN_INTERACTIVE=${EMBARK_DOCKER_RUN_INTERACTIVE:-false}
     local EMBARK_DOCKER_RUN_OPTS_REPLACE=${EMBARK_DOCKER_RUN_OPTS_REPLACE:-false}
+    local EMBARK_DOCKER_RUN_RM=${EMBARK_DOCKER_RUN_RM:-true}
     local EMBARK_DOCKER_TAG="${EMBARK_DOCKER_TAG:-latest}"
 
     local -a run_opts=(
@@ -38,6 +39,10 @@ run_embark () {
         "TERM"
     )
 
+    if [[ $EMBARK_DOCKER_RUN_RM = true ]]; then
+        run_opts=( "${run_opts[@]}" "--rm" )
+    fi
+
     local txtbld=$(tput bold)
     local txtrst=$(tput sgr0)