is it possible to start win10 from USB (without installing o.s.)?

The link that you used is to create a bootable Windows 10 installer for the purposes of installing it on a computer. It's not for loading Windows 10 from that external drive.

I believe there are ways with some other 3rd party tools. You should be able to do a search on your preferred search engine and find some results pretty quickly. I've never attempted loading Win 10 from an external drive, so I don't want to post a link that I can't verify.. but it's definitely out there.
 
Windows To Go is included in Windows Pro and Enterprise (8/8.1/10). It's in the legacy control panel, but still works fine.
You need a minimum 64GB USB3.0 drive, with certain minimum read/write speeds (not every stick will work).

You could also use the bootable installer you already have, insert a second USB drive, and see if it lets you install Windows onto the second USB.
 

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