M.K.
10 months old is still very young. Your tools for managing his behavior right now are redirection and distraction. A child does not gain a real understanding of "cause and effect" until they are 2 years old. I'm a fan of "1-2-3 Magic," but that is for a child 3 years and older.
This does not mean that you allow him to do whatever he wants. But between now and when he turns 2, he will learn what "no" means. He will learn what your facial expressions mean (approval, disapproval, happy, sad, upset, etc.) and this will impact his behavior. On those occasions when he cries because he cannot have what he wants, you redirect his attention to a toy or activity.
I found the following book very helpful when my first child was young like yours: "Discipline: The Brazelton Way" by T. Berry Brazelton, MD.
Good luck!