Once you have a bootable drive, navigate to it and run
The first screen will ask if you want to get the latest updates - it's worth doing this.
Windows 10 is naturally more secure due to its built-in antivirus and fleet management features, too.
You may also see a 'What needs your attention' screen explaining any reason why Windows 10 can't be installed and what you can do about it. You'll see a Windows logo, followed by a language selection.