Serverless Deploy AWS - Wrong User

I am trying a new hello world… getting started app from YouTube.

I have 2 AWS accounts. Upon executing (at the Windows command line) c:>serverless deploy… it keeps coming back to the wrong AWS user ID… and… not authorized to perform: cloudformation.

I changed the AWS environment variables. Then rebooted. I purged the //.aws/credentials file.
I do not know if it is a putty thing.

As I created a new user (for this app) in AWS… it is not clear to me why the key/secret does not know the new user name “serverless-cli” just entered in AWS.