For some reason, rufus seems to have folk ask how to fix the sticks not booting. Here if I have the .ISO I use Etcher or another method. Since other methods work, I have never used Rufus. Also, since folk seem to report it's problematic.
Also, try to start with a blank HDD or SSD. Do not leave USB devices like printers, cameras etc that are not needed plugged in.
Trying to do a reinstall on a custom build. I put the install on a USB 3 a used Rufus to install it on there. It's not coming up when starting it, I have the boot menu set to it an will not all ways start the install or seem like it. It also will sit there an attempt to start a won't. There are no files I need off of the drive.