the problem is that newer windows iso’s only support ‘el torito’ mbr, which is only used for burning iso’s to a dvd or cd. For usage of a windows iso’s which is bootable from a usb drive you need an additional mbr. Linux distribution create hybrid mbr’s for years already, windows is neglecting it.
I have been stumbling over this issue by myself recently and creating a windows bootable usb media with woeusb was the solution. There are many different solutions like converting the iso on osx to a dmg and then put it onto usb with dd.
But simply writing the iso with dd to a usb media with a current windows 10 iso does NOT work, it won’t be bootable.