Windows images that are over 4.3GB(I don't remember the exact max size) most image burning tools will fallback to NTFS on the USB formatting and some motherboards/laptops don't like this. (Even on my rather modern Dell laptop) The best solution so far I've found is to manually partition the USB into a 1GB FAT32 partition and the rest NTFS. Then you extract the files where needed [0] I learned this method just last ye…
I'm as big a Rufus fan as anyone, but for Windows 10 why wouldn't I just use Microsoft's boot image creator? That's what I've done lately, and it works every time with no fuss. https://www.microsoft.com/en-us/software-download/windows10 Edit: I just remembered that you might not be on a Windows device, in which case you may well want to download the ISO and use Rufus to make a bootable stick from it.
So long as you enable updates (to enable online functionality), the "SELECT" button has a dropdown to change it to "DOWNLOAD".
Click "DOWNLOAD", it walks you through a script ("Fido") that grabs the latest Windows 10 ISO (and lets you download it directly or using a browser). You can then use that ISO to make your bootable USB.